We kicked things off with the GX’s revolutionary new feature: GX Scent Mode. When you can’t visit the wilderness, the GX brings the wilderness to you, filling your cabin with the musky aroma of buffalo, wild boar, hyena, and a smorgasbord of other animal smells. It will have many asking, is this thing for real? Should it be real? Fear not, it comes right in time for April Fools!

We partnered with the sun and the moon to create a total solar eclipse; helping kids connect with their dads’ terrible jokes through innovative technology; rescuing Dogs with the Dodo; creating otherworldly land art with Jim Denevan to be featured on Artnet; making pizzas at high altitude at the Food & Wine Classic in Aspen; and inspiring surfers at World Surf League competitions, to name a few.  

For the all-new GX, we opted to celebrate its flexibility, attitude, and potential. In our first broadcast spot, “Secret Entrance,” a man steers his Lexus GX out of a traffic jam, and goes off-road, and into a fantastical parking structure that’s a portal to the extraordinary. We follow that with “Exceptional Things,” showing the GX navigating city streets as effortlessly as it off-roads in the desert.