‘Live up to it’ in the All-New 2024 Lexus GX

The 2024 Lexus GX is more than just a vehicle; it’s an invitation to turn aspirations into reality. In its new marketing campaign, “Live Up to It,” Lexus encourages drivers to embrace their sense of adventure and pursue their passions without compromise.

Cynthia Tenhouse, vice president of Lexus marketing, emphasizes that the GX offers both luxury and capability, empowering drivers to explore the exceptional. The campaign comprises six broadcast spots, each showcasing different expressions of the “Live Up to It” theme.

In “Secret Entrance,” viewers follow a man as he navigates his Lexus GX off-road, uncovering a hidden world of adventure. “Exceptional Things” highlights the vehicle’s versatility, seamlessly transitioning from city streets to rugged desert terrain.

“Pure Black Joy” and “Core Memories” tell heartwarming stories of diverse families inspired by the GX to create unforgettable experiences. In “Cards” and “Escape,” the GX becomes a catalyst for unexpected adventures and moments of connection.

The campaign will reach audiences across various platforms, including linear and streaming TV, digital, social media, print, and out-of-home advertising. Collaborations with partners like Amazon Ads, Outside Inc., and Artnet will bring custom storytelling experiences to life, catering to the interests of GX intenders.

From outdoor adventures to music and art, Lexus aims to fuel the passions of its audience through engaging content. As the 2024 GX continues the legacy of its predecessors, Lexus enthusiasts can expect the same legendary off-road capability paired with intuitive technology and thoughtful interior details. With the GX, Lexus invites drivers to live up to their dreams and explore the world with confidence and style.

The all-new GX is currently on its way to Lexus of Northborough. Click here to learn more, or to pre-order your very own.