Humor Tech

Automotive tech-security is a dry and serious topic that disinterests and confuses many audiences. 

So, beyond High Tech, LEXUS makes themselves a name for Human Tech as well as Humor Tech.

By crafting a series of plot-twisted stories, LEXUS interprets the functions of their brand-new RZ&RX model, taking technology seriously in a non-serious way. 

INSIGHTS

“The Happiness Report” found that 90% of people are more likely to remember ads that are funny, and 72% of people would choose a humorous brand over the competition. 88% of people say they are looking for new experiences that can make them happy. Content for fun is popular across social media and digital platforms, especially in news and lifestyles. 

The ultimate purpose of purchasing a car is to live a better, more normal life. 

CREATIVE

LEXUS believed that neither high-tech nor luxury brands should keep themselves aloof from consumers; instead, they can be more down-to-earth and have a good sense of humor that is adored by most people.

In seven plot-twisted stories, LEXUS humorously presents that though tech cannot help avoid dilemmas in your life, at least it can deal with the unexpected. 

SAFEGUARD YOUR LONG HAUL 

Whether time files or passes slowly depends on who you spend it with, and similarly, whether you enjoy the journey depends on what car you sit in. 

The all-new Lexus RX equips with Dynamic Radar Cruise Control system, Lane Tracing Assist and Lane Change Assistance, safeguarding your long haul.

EXPECT THE UNEXPECTED

People always say that love is just around the corner.

The all-new Lexus RZ detects with Front Cross Traffic Alert, also warning accidents at every busy corner.

THE BEAUTY OF DISTANCE

Some people pop up unexpectedly in your life and leave you unprepared to handle a relationship.

The all-new Lexus RZ comes with Proactive Driving Assist and Steering Assist, keeping you at a safe distance.

PULL INTO EVERY SPACE WITH CONFIDENCE

Adulthood doesn’t always mean having more freedom over choices, and certainly, life often embarrasses you.

The all-new Lexus RZ loads with the Advanced Park system, seamlessly pulling into every space with confidence and ease.

SPEED AND STABILITY

Murphy’s law says that a falling toast always lands on the floor with its butter face, and you always spill your coffee without a cup lid at the sudden braking. 

The all-new Lexus RZ features the DIRECT 4 electrified system, realizing the front-to-rear balance with predictability and excitement.

REFOCUS YOUR WANDERING MIND

Not every encounter happens after a long separation. Sometimes we walk into people when our mind walks away.

The all-new Lexus RX carries e-Latch and Safe Exit Assist, watching your surroundings when your attention wanders.

MASTER THE THRILLS

Life is like racing a car, as there are straight roads, turns, challenges, and twists.

The all-new Lexus RX features the 500h electrified hybrid powertrain, delivering thrills like no other.

The seven stories not only interpreted high-tech jargon in an amusing way but also won LEXUS over 500 million impressions and 300 million interactions.

No more high tech, but “ordinary tech” and an amazing experience accessible to everyone. 

541M+

impressions

306M+

views

3M+

interactions

HUMOR TECH

BRAND

LEXUS 

CREATIVE AGENCY

DENTSU CREATIVE

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