Instagram/@russwest44
In a massive marketing campaign to promote Lexus, Russell Westbrook is once again the standard in personal dressing. The NBA trendsetter and the main character of the new Lexus LX movie, Westbrook, is the one to uplift the idea that fashion and cars are the two comfortable ways of making people feel ‘out of reach’. Lexus, which considers Westbrook’s power as the major cause of the current ‘tunnel fit’, cannot resist revealing to the audience the degree of that power.
Advertisement
The advertisement is characterized by strong visuals with the very mount of Westbrook and his manner of speech and the very mount of Westbrook and his manner of speech. He says: ‘It is your dress that you must touch- to be important.’ ‘That’s the point. Eastern part of me is sleeping and Western part in me is awake.’ This promotion of the combination of high fashion and luxury car design is the main line of the campaign. Westbrook is not easily erased from the somewhat mysterious phenomenon of the Athletes Curated Arrival Outfits along with the tagline ‘They didn’t call it “tunnel fit” until @russwest44 made it a thing’ used by Lexus.
The audience’s reception was fast and overwhelmingly positive; viewers even applauded the perfect combination of the athlete with the brand. One spectator confessed felicity with both sides, ‘Do it RUSS!! That’s my car and you represented so well. Love it!’ This comment is a telling example of how Westbrook’s authentic nature relates with the already Mercedes owners making the alliance to be genuine and not just selling through celebrity.
Another watcher could not believe the superstar’s magnetism and reported, ‘Oh my goodness! The Man is here ‘GOAT’.’ The goat emoji usage signifies ‘Greatest of All Time’ and indicates the tremendous respect Westbrook is held with not only regarding his sports skill but also for being a cultural influencer. Just another spectator confirmed that enthusiasm when they referred to the partnership as a great victory and yelled, ‘LETS GO LEXUS THIS IS A DUBBB #GOATBROOK.’
The luxurious vehicle of Lexus also won over its fans who posted comments like, ‘My baby, the best car ever and ever!’ This indicates that the advertising campaign has succeeded in asserting and establishing the Lexus LX in the personal luxury sector. The high-end and powerful car characteristic is yet another connection with Westbrook. The fabulous production quality of the ad and the creative concept also won over the audience, one of the comments read; ‘Now THIS is some extraordinary work.’ The combination of the spectacular visuals along with the strong spokesperson has evidently made a strong impact.
On the other hand, the most illuminating remark came from a dreaming partner: ‘Can’t wait till I’m a Lexus Partner.’ This statement clearly shows the uppermost dream quality of the campaign. While the image of Lexus as a successful partner is at this height, Westbrook is mainly to be credited for casting such a powerful success-driven image. Nina Westbrook also embodies this stylish, success-driven image.
Advertisement
In reality, this collaboration is not only supported by the star. It is rather a mingling of two brands that are unceasingly innovating, seeking distinction, and coming up with top-notch quality that never compromises. By promoting Russell Westbrook, Lexus is not just selling a car; it is selling a feeling—the very feeling of being ‘untouchable’ that Westbrook refers to. First, the campaign buys the marketing department’s argument that in a market where authenticity means money, the partnership is a wise investment. Then the commercial continues to portray Westbrook as the one who dictates the trends while simultaneously granting the Lexus LX the status of the ultimate car for the most demanding customers who expect the best in every aspect of their lives. Westbrook’s commitment to excellence extends beyond fashion and sports to his involvement with Westbrook Academy.
