The First-Ever Lexus TX is Finally Here

When piling into an SUV, the ‘best seat’ is always the first argument and decision before you even leave the driveway. With the Lexus TX, every seat is the best seat. No need to battle for the seat with a USB plug, or more leg room, or the better AC – the TX doesn’t compromise on space, comfort, technology, or luxury, no matter which seat you’re in. The best part? The TX has finally landed at Lexus of Northborough. 

“When headed to a sports practice with gear and kids or a long ride to a weekend getaway, the TX will satisfy and delight the diverse needs of our customers,” said Vinay Shahani, vice president, Lexus marketing. “The arrival of the TX is a pivotal moment for Lexus, and our marketing campaign showcases a new era of three-row luxury, where every seat is crafted to feel like the best seat.”

With the launch of the new three-row SUV, Lexus also launched a new marketing campaign to spotlight the modern family. Eight different broadcast spots with a wide-reaching creative spotlight on how every seat in the TX is the best seat. In Team One’s spot, “Battle Out There,” a family arrives back at the airport, weary from a day of travel. Memories of their bad seats quickly fade away when they are rescued by the spacious Lexus TX. Characters are further explored in three unique :15 spots, “Cargo,” “Captain’s Chair,” and “Interface,” that highlight the family members’ individualized travel pain points, and the redemption they receive when entering each row of the TX.

The marketing campaign aims to put the TX at the heart of cultural conversation, debuting across linear TV, streaming TV, audio, digital, programmatic, paid social, and print. Strategic partnerships will include Billboard Music Awards, 100 Thieves and NTWRK, among others. Paid social will run on TikTok, Instagram/Meta, and Pinterest.

Click here to learn more about the all-new TX or schedule your very own test drive.