Lexus is pulling out several stops to tout its NX line of crossover vehicles in the new year. The “Hustle for What Matters” creative shows the automaker continuing to forge ahead on nascent fronts for its marketing, such as esports and streaming, as it chases a busy and more diverse group of consumers. Conceptually, the campaign plays on hustle culture, embodied by people who are constantly chasing their goals.
Hustle culture is traditionally associated with side gigs and money-making schemes — the emphasis is often on doing as much work, as efficiently as possible — but Lexus is trying to broaden the idea.
