With cars being an extension of a driver’s personal style, JOJX's new campaign speaks boldly to going all-in on experiencing the things people are passionate about
LA-based production company JOJX has produced multicultural spots for the launch of the new Lexus IS, directed by Ace Norton. With a luxury sport sedan that personifies style and performance, the spots highlight the charisma of the car and the characters that drive it.
The campaign features the celebrity talent of actor, singer and songwriter, Trevor Jackson, who is best known for the television series’ 'Grown-ish' and 'Black-ish' and the film 'Superfly'; actress Lovie Simone, best known for her role in the OWN series 'Greenleaf'; actress and singer MJ Rodriguez, from the television drama 'Pose', a show that is making history for having the largest cast of transgender actresses as series regulars; rising longboard-dancing phenom, Carla Javier; and with professional driving performances by acclaimed race car driver and instructor, Tony Brakohiapa, along with one of the most lauded race car drivers in history and recently retired Lexus Racing team legend, Scott Pruett.
Ace highlights the power, enhanced driving dynamics, and stunning new design that has coalesced in this new expression of the Lexus IS. He appeals to the youth culture of today by oscillating back and forth between the different sides of the IS with ease and confidence.
Showcasing the statement-making, elevated lines of the automobile with deft cinematography, creating a waltz between the car’s movements and those of the camera, the spots play with expectations and embrace a playful swagger. With cars being an extension of a driver’s personal style, the new campaign speaks boldly to going all-in on experiencing the things you’re passionate about.