Creating a relationship
with Young Hispanics

The Challenge

The Lexus NX F SPORT is enriched with advanced technology and distinctive styling 
for a dynamic luxury driving experience. We needed to find an approach that 
would drive affinity and connection to the NX among young, affluent Hispanics.

Young, affluent Hispanics didn’t always see Lexus as a brand that understood 
them emotionally and culturally. 


The new Android Auto feature helps our hero connect with his long-distance mother, so she doesn’t miss singing her favorite lullaby “Arrorró Mi Niño” to her grandchild.


Lift to consideration: 72%. Net call to action: 80%. Brand likeability: 82%.