For the release of their completely redesigned RX, Lexus wanted to reach a younger audience, while staying true to their older consumer base. So we created two spots that connected with both segments by paying tribute to the previous generation while looking toward the future.
Our first spot featured TV star, advocate, icon, sex symbol, man-I-wish-I-was, and loving father, Daniel Dae Kim, and his real life son, Zander.
Our second spot told the story of an up-and-coming fashion designer reimagining her father’s heirloom sherwani and turning it into a modern statement piece, much like the RX itself.