Dramatic, short spiels are fun, but Lexus needs to work on conveying the message better. Most importantly, Lexus needs to show more identity! In one ad, there is a bright reflection running straight through the front badge. In another, the L-insignia is not visible at all! There is no connection until the end with the Lexus branding at the bottom, and in a few of those footage, the mentioning and display of the Lexus branding is not shown with the car in the frame! We Lexus fans can automatically identify the NX through its edgy body and unique headlights, but how are the average consumers going to make that connection? The average consumers will just recognize the vehicle as some cool car that cannot be identified without a bit of internet searching.
I absolutely love how Lexus has finally capitalized various ends of the TV market, but fundamentals of marketing are crucial, especially with the short attention span of today's audience. These videos might make sense if they were posted on Lexus' social media accounts, but even then, if people were to share the videos, the origin of the video might not be so obvious, and the connection with the Lexus brand will be lost again. Lexus now realizes the power of its L-insignia, but in these videos, Lexus seems to have removed the gorgeous logo altogether!