"The Lexus LX four and a half
Bulletproof glass, tints if I want some ass”

– “Hypnotize” Notorious B.I.G.

The Lexus LX was an icon of style in 90s. But then it wasn’t sold for 20 years and people moved on. So, how do you relaunch an icon for a new age?

We tapped into 90’s Hip Hop culture through a partnership with Notorious B.I.G.’s son CJ Wallace’s brand Frank White. And a TV spot featuring “Don’t Sweat The Technique” by Erik B & Rakim.