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The rules of success have changed. It’s no longer just about getting ahead or the constant grind.


Life isn’t about having it all. But prioritizing and focusing on exactly what matters. 

And that is exactly what the fully integrated “Hustle (For What Matters)” NX launch campaign is all about. This vehicle marks a new chapter for Lexus and gave Team One an opportunity to introduce a new tone, look and direction for the brand.

While the campaign helps to evolve the Lexus brand, it is also the official introduction to the all-new NX. This has been brought to life through TV, digital, social, audio, radio, print, out of home, media partnerships, .com, and PR.

At the center of our campaign are our four available powertrains: Naturally Aspirated, Turbo, Hybrid, and the first-ever Lexus Plug-in Hybrid Electric vehicle. In addition, you’ll see several new features highlighted throughout the entire campaign including Remote Park, Safe Exit Assist, and Lexus Interface, which consists of a new 14-inch touchscreen and an intelligent assistant that can be summoned by simply saying, “Hey Lexus”.

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