Lexus Reimagines Luxury for the Emotionally Intelligent Driver

In a world constantly chasing the next algorithm, upgrade or AI breakthrough—the emotional experience is often left behind. One brand isn’t just bridging that gap – they’re holding themselves to a higher standard: that technology should move people, not just forward—but deeply and meaningfully.

Lexus, in partnership with long time agency partner Team One, has launched a new brand platform: 'The Standard of Amazing.' Building on its legacy of technical precision ('The Pursuit of Perfection') and emotional resonance ('Experience Amazing'), Lexus now sets an even higher benchmark—where every innovation must deliver not just performance, but an unmistakable emotional response. That means every detail—from the frequency of an engine note to the tension of a dial—is engineered to connect with the human behind the wheel.

"'The Standard of Amazing' is a modern distillation of Lexus’ brand philosophy aimed at the next generation of luxury buyers, those who seek both cutting-edge advancements and a deeper sense of meaning in what they drive,” said Chris Graves, chief creative officer, Team One. “By re-establishing the driver at the centre, Lexus is ensuring that innovation doesn’t come at the cost of emotional connection.”

The new platform has launched with a cinematic :30 film 'No Such Thing,' and is supported by a refined visual identity across marquee print titles, and large-scale OOH placements in LA, NY, Chicago, and Miami rolling out through the summer. It’s a bold reminder that for Lexus, amazing isn’t just a feeling–it’s a standard.