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10 August 2022
How Lexus pivoted from boomers to zoomers
Brand positioningLuxury brandsInfluencers, KOLs
Legacy car brand Lexus targeted Gen Z with its “Emotional Sparks” campaign, tapping into the generation’s particular zeitgeist by featuring up-and-coming artists and celebrating creative spontaneity.
Why it matters
Long-established brands may have credibility on their side, but coolness is a loftier aspiration. Lexus was able to achieve new relevance with a younger generation with an ad campaign that focused on their unique identifiers, including innovation, connection, and diversity.