Lexus: Go all in

In the US, automotive brand Lexus launched a campaign to promote the new Lexus IS sports sedan.

Campaign details

Brand: LexusAgency: Team One Country: United States

Why is this work relevant for Creative Strategy?

How do you 'un-boomer' a brand and attract younger, culture-forward affluent buyers? In a way that doesn't feel like the "how do you do, fellow kids" meme? And with a product in a dying segment?