# Enchanting Automobile Ads The New Lexus RX Car Commercial Marries Cultural Stories with Vehicles By Michael Hemsworth | Published 2016-01-21 | Autos Source: Trend Hunter, https://www.trendhunter.com/trends/car-commercial References: [vidalexus](http://www.vidalexus.com/showcase/lexus-rx-meet-the-unexpected/) & [lexus](http://www.lexus.com/models/RX/) As Millennial consumers begin to enter the market for more high-end products like automobiles, the all-new [Lexus](https://www.trendhunter.com/trends/december-to-remember-campaign) [RX](https://www.trendhunter.com/trends/lexus-film-masters-challenge) 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. ## Trend Insights (Trend Hunter) - Score: 3.1/10 - Popularity: 66% | Activity: 18% | Freshness: 8% - Audience gender: 90% men, 10% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Autos](https://www.trendhunter.com/autos) ## Key Themes ### What's Driving This Trend - **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. - **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. - **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. ### Who This Affects Most - **Automobile:** Disruptive innovation opportunity: Incorporate enchanting storytelling techniques in automobile advertisements to attract Millennial consumers and enhance brand appeal. - **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. - **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. ## Related on Trend Hunter - [Wintry Automobile Campaigns](https://www.trendhunter.com/trends/december-to-remember-campaign.md) - [Opulent Car-Exploration Experiences](https://www.trendhunter.com/trends/lexus-meraki-on-wheels.md) - [Influencer-Starring Car Commercials](https://www.trendhunter.com/trends/toyota-2.md) - [Immersive Auto-Focused Artistic Experiences](https://www.trendhunter.com/trends/artistic-experience.md) - [Reality-Bending Car Ads](https://www.trendhunter.com/trends/cargurus-latest-ad.md) - [Consumer-Centric Luxury Car Campaigns](https://www.trendhunter.com/trends/genesis-motors-canada.md) - [Car-Themed Film Contests](https://www.trendhunter.com/trends/lexus-film-masters-challenge.md) - [Color-Changing Outdoor SUV Concepts](https://www.trendhunter.com/trends/600-premium-aap-build.md) - [Luxury Hoverboard NFTs](https://www.trendhunter.com/trends/hoverboard-nfts.md)