Lexus recalibrates luxury with 'The Standard of Amazing'
Luxury has always been a moving target – one minute defined by mechanical prowess and the next by minimalist interiors or digital interfaces. In a time of AI advancements, relentless upgrades, and short attention spans, Lexus is betting on something more timeless: emotion.
Their new brand platform, The Standard of Amazing, is less a tagline and more a philosophical pivot. Developed in collaboration with creative agency Team One, the platform builds on the Japanese marque's legacy of precisionand experience-led designwhile introducing a bolder, more unified purpose to make every touchpoint resonate.
At its core, The Standard of Amazing is a statement of intent—not just that Lexus vehicles should deliver excellence but that they should stir an unmistakable emotional response in the driver. As Chris Graves, chief creative officer at Team One, puts it, "By re-establishing the driver at the centre, Lexus is ensuring that innovation doesn't come at the cost of emotional connection."
The launch follows a strong product run. Recent models like the IS, RX, TX, and the radically reimagined GX have all injected fresh energy into the brand. That momentum gave Team One the opportunity to evolve Lexus' story. Executive creative director Jason Stinsmuehlen explains, "Lexus had come off a series of incredible years of record sales and model success… We had a unique opportunity to build upon recent product momentum and drive overall brand desire."
This is about standards as much as it's about desire, though. While Experience Amazing first signalled a shift from engineering excellence to emotional engagement, it was never fully launched with a comprehensive brand campaign.
This new platform finally gives it the scale and clarity to land. "We wanted to reintroduce the line with a new POV," Jason continues, "that with 'Amazing' there are no half measures… If an automobile doesn't make you feel something, it stops short of amazing."
That sentiment drives the creative thinking across the campaign, from a cinematic 30-second spot titled No Such Thing to expansive OOH placements rolling out in cities like LA, New York, Chicago and Miami this summer. Directed by Johan Renck, the film blends sweeping visuals with intimate moments, portraying a series of high-standard individuals, each hard to impress, each moved by a Lexus.
"Our goal was to show a swath of humanity that has almost impossible standards for themselves and for the things they own," says Jason. "A Lexus Driver is someone you must bring your A-Game to impress."
The imagery is equally considered in print and outdoors. Photographer Clemens Asher was brought in to capture vehicles not just as objects but as emotional catalysts. The message is clear: Beauty is nothing without meaning, and performance is incomplete without feeling.
Underpinning the visuals is a design philosophy defined by three tonal filters: Modern, Elevated, and Human. "If any choice we made missed any of those marks, we recalibrated," says Jason. From colour grading and casting to cinematography, every element was refined to ensure it landed not just aspirationally but with emotional clarity.
That human-centric approach is mirrored in the product storytelling. Rather than speak only to specs, the campaign explores how each model creates a different emotional response.
The RC might channel confidence, the RX comfort, and the LC pure exhilaration. Lexus' famed Takumi craftspeople and racing teams are also brought into the narrative, not as behind-the-scenes technicians but as emotional engineers. Even the smallest sensory details, like the sound of a door closing or the torque of a dial, are positioned as tools for connection.
"Lexus has always considered and anticipated what people need," Jason explains. "The question is, can it serve a higher emotional function? Can a car not just unlock itself for the driver, but actually know the driver and customise itself for them?"
That framing is particularly important given the campaign's target: a new generation of luxury buyers who expect more than status. These consumers seek purpose, feeling, and alignment with their values. Crucially, Lexus doesn't need to reinvent the wheel to reach them.
"The happy truth is the Lexus lineup is already aimed at this generation," says Jason. "Models like the TX, GX and IS just need their stories authentically told—and the next generation is lining up to buy them."
The development of The Standard of Amazing also marks a new level of collaboration between Lexus and Team One. "There has never been more fruitful collaboration across the myriad groups within Lexus and Team One," Jason says. "Our director talked directly to our clients. The lines were blurred like never before. We were on a mission."
That mission isn't confined to one campaign, either. The Standard of Amazing will underpin Lexus' marketing, product launches, sales events, and digital touchpoints moving forward.
#lexus #recalibrates #luxury #with #039theLexus recalibrates luxury with 'The Standard of Amazing'
Luxury has always been a moving target – one minute defined by mechanical prowess and the next by minimalist interiors or digital interfaces. In a time of AI advancements, relentless upgrades, and short attention spans, Lexus is betting on something more timeless: emotion.
Their new brand platform, The Standard of Amazing, is less a tagline and more a philosophical pivot. Developed in collaboration with creative agency Team One, the platform builds on the Japanese marque's legacy of precisionand experience-led designwhile introducing a bolder, more unified purpose to make every touchpoint resonate.
At its core, The Standard of Amazing is a statement of intent—not just that Lexus vehicles should deliver excellence but that they should stir an unmistakable emotional response in the driver. As Chris Graves, chief creative officer at Team One, puts it, "By re-establishing the driver at the centre, Lexus is ensuring that innovation doesn't come at the cost of emotional connection."
The launch follows a strong product run. Recent models like the IS, RX, TX, and the radically reimagined GX have all injected fresh energy into the brand. That momentum gave Team One the opportunity to evolve Lexus' story. Executive creative director Jason Stinsmuehlen explains, "Lexus had come off a series of incredible years of record sales and model success… We had a unique opportunity to build upon recent product momentum and drive overall brand desire."
This is about standards as much as it's about desire, though. While Experience Amazing first signalled a shift from engineering excellence to emotional engagement, it was never fully launched with a comprehensive brand campaign.
This new platform finally gives it the scale and clarity to land. "We wanted to reintroduce the line with a new POV," Jason continues, "that with 'Amazing' there are no half measures… If an automobile doesn't make you feel something, it stops short of amazing."
That sentiment drives the creative thinking across the campaign, from a cinematic 30-second spot titled No Such Thing to expansive OOH placements rolling out in cities like LA, New York, Chicago and Miami this summer. Directed by Johan Renck, the film blends sweeping visuals with intimate moments, portraying a series of high-standard individuals, each hard to impress, each moved by a Lexus.
"Our goal was to show a swath of humanity that has almost impossible standards for themselves and for the things they own," says Jason. "A Lexus Driver is someone you must bring your A-Game to impress."
The imagery is equally considered in print and outdoors. Photographer Clemens Asher was brought in to capture vehicles not just as objects but as emotional catalysts. The message is clear: Beauty is nothing without meaning, and performance is incomplete without feeling.
Underpinning the visuals is a design philosophy defined by three tonal filters: Modern, Elevated, and Human. "If any choice we made missed any of those marks, we recalibrated," says Jason. From colour grading and casting to cinematography, every element was refined to ensure it landed not just aspirationally but with emotional clarity.
That human-centric approach is mirrored in the product storytelling. Rather than speak only to specs, the campaign explores how each model creates a different emotional response.
The RC might channel confidence, the RX comfort, and the LC pure exhilaration. Lexus' famed Takumi craftspeople and racing teams are also brought into the narrative, not as behind-the-scenes technicians but as emotional engineers. Even the smallest sensory details, like the sound of a door closing or the torque of a dial, are positioned as tools for connection.
"Lexus has always considered and anticipated what people need," Jason explains. "The question is, can it serve a higher emotional function? Can a car not just unlock itself for the driver, but actually know the driver and customise itself for them?"
That framing is particularly important given the campaign's target: a new generation of luxury buyers who expect more than status. These consumers seek purpose, feeling, and alignment with their values. Crucially, Lexus doesn't need to reinvent the wheel to reach them.
"The happy truth is the Lexus lineup is already aimed at this generation," says Jason. "Models like the TX, GX and IS just need their stories authentically told—and the next generation is lining up to buy them."
The development of The Standard of Amazing also marks a new level of collaboration between Lexus and Team One. "There has never been more fruitful collaboration across the myriad groups within Lexus and Team One," Jason says. "Our director talked directly to our clients. The lines were blurred like never before. We were on a mission."
That mission isn't confined to one campaign, either. The Standard of Amazing will underpin Lexus' marketing, product launches, sales events, and digital touchpoints moving forward.
#lexus #recalibrates #luxury #with #039the
English
Arabic
French
Spanish
Portuguese
Deutsch
Turkish
Dutch
Italiano
Russian
Romaian
Portuguese (Brazil)
Greek
