Taking the road less travelled, going off script, challenging convention... no matter your turn of phrase, the feeling is the same. We’re all looking for ways to shake things up and keep life exciting. To capture these feelings, Lexus has debuted the 'Never Lose Your Edge' campaign to mark the launch of the all-new 2023 Lexus RX. The campaign is an ode to the Lexus’s relentless pursuit to improve the RX with each new generation. The campaign was designed to highlight the vehicle’s new bold design, intuitive technology, and performance-driven electrification. 

For the campaign’s entire marketplace spot, Lexus tapped long-time partner Team One -- Publicis Groupe’s fully integrated media, digital and communications agency for premium brands. Team One’s 'Unfollow' plays on the universal appeal of 'The Wizard of Oz.' The spot features a family resembling the movie characters in the new Lexus RX and asks what if Dorothy had ignored the advice to 'follow the yellow brick road' and took the road less travelled instead? Like the all-new 2023 RX, 'Unfollow' reimagines what is possible with a modern interpretation of one of the most celebrated films of all time.

'Unfollow' will run across linear, connected TV, digital video and social media.

The 2023 RX offers a highly diverse powertrain portfolio encompassing Lexus Electrified variants, as well as the Lexus-first DIRECT4 all-wheel drive system on the all-new RX 500h F SPORT Performance AWD. And, for the first time ever, a plug-in hybrid electric (PHEV) variant will be available.