• Lexus attention to detail produces unique, brand-defining quality and is key to delivering amazing experiences to customers
• The campaign includes films for cinema, television and online channels, featuring the new Lexus RZ electric luxury SUV 

Where Lexus is concerned, details make the difference and are key to its philosophy of “making luxury personal”. This is the message conveyed in a new pan-European brand campaign that illustrates how Lexus’ attention to detail and application of master craftsmanship techniques give its luxury products special quality and appeal.

The campaign, entitled “Details”, uses the recently launched new Lexus RZ luxury SUV to present impactful examples of Lexus’ human-centred innovation and unwavering focus on detail that delivers the brand’s famous Omotenashi hospitality – unparalleled comfort and convenience for everyone, on every journey.

For Lexus, details are not small things, they are everything; and when they combine, they create amazing experiences for Lexus customers.

The campaign, developed in collaboration with T&P, includes master films for cinema, television and online video, together with a rich suite of social assets and stills. They present a deconstruction of the RZ to focus in on contrasting elements in the car, each one demonstrating Lexus’ commitment to perfecting the details.

They include Lexus’ groundbreaking steer-by-wire system and radical new steering wheel design; advanced sonic paint technology that produces an exceptionally deep and lustrous finish; the measures taken to produce a supremely quiet and serene cabin environment; and the design of the Lexus signature L-shaped headlight units.

Lexus, long-established at the forefront of luxury automotive innovation, blends cutting-edge technology with exquisite, distinctive design and unmatched quality. The campaign details these achievements and will inspire discerning consumers to appreciate the artistry and dedication that are invested in every Lexus vehicle.

Filip Belmans, Lexus Europe Head of Brand, said: “With the “Details” campaign we highlight how meticulous attention to every detail makes Lexus cars truly special. The new RZ showcases this philosophy, bringing together design, comfort and quality with advanced technologies such as steer-by-wire to deliver superior driving and, ultimately, the Lexus ‘Amazing Experience’.”

Andre Moreira, Global Chief Creative Officer at T&P, said: “We wanted to move away from the usual ‘car on a winding road’ tropes and look under the skin of what makes a Lexus so unique. By deconstructing the car, we’re showing that these aren’t just technical specs, they are the result of real human obsession. When you see how much care goes into a single stitch or the way the light hits the paint, you realize that ‘Experience Amazing’ isn't just a slogan; it’s a promise that every tiny detail has been considered.”