The New Lexus RX Car Commercial Marries Cultural Stories with Vehicles
Michael Hemsworth — January 21, 2016 — Autos
As Millennial consumers begin to enter the market for more high-end products like automobiles, the all-new Lexus RX car commercial is designed to be an enchanting advertisement to appeal to them.
Focusing on magical realism, the Lexus RX commercial starts with a man awakening in the dessert with a key to the new vehicle, which takes him on an enchanted journey through various terrains. Titled 'Meet the Unexpected,' the advertisement takes a family-friendly approach to speaking with Hispanic consumers. Being that many Hispanic cultures hold literary works and imagination as important notions, the new Lexus RX car commercial appeals with a sense of diversity.
The joyful, relaxed approach to advertising helps to tie cultural ideas with advertising initiatives to help consumers relate more closely with brands.
Focusing on magical realism, the Lexus RX commercial starts with a man awakening in the dessert with a key to the new vehicle, which takes him on an enchanted journey through various terrains. Titled 'Meet the Unexpected,' the advertisement takes a family-friendly approach to speaking with Hispanic consumers. Being that many Hispanic cultures hold literary works and imagination as important notions, the new Lexus RX car commercial appeals with a sense of diversity.
The joyful, relaxed approach to advertising helps to tie cultural ideas with advertising initiatives to help consumers relate more closely with brands.
Trend Themes
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Millennial High-end Consumption — Disruptive innovation opportunity: Create enchanting advertisements that appeal to Millennials' appreciation for magical realism to promote high-end products like automobiles.
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Family-friendly Cultural Advertising — Disruptive innovation opportunity: Incorporate diverse cultural elements and a joyful, relaxed approach to advertising to appeal to Hispanic consumers and create stronger brand connections.
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Tying Cultural Ideas with Brands — Disruptive innovation opportunity: Develop advertising initiatives that align cultural notions with brand messages to establish a closer consumer-brand relationship.
Industry Implications
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Automobile — Disruptive innovation opportunity: Incorporate enchanting storytelling techniques in automobile advertisements to attract Millennial consumers and enhance brand appeal.
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Advertising — Disruptive innovation opportunity: Embrace cultural diversity and explore new storytelling approaches in advertising to engage Hispanic consumers and create a more relatable brand image.
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Marketing — Disruptive innovation opportunity: Utilize cultural elements and diverse narratives in marketing campaigns to connect with consumers on a deeper level and differentiate from competitors.
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