When we got into the Lexus NX last fall, it was obvious that the manufacturer had taken the task of creating a technology heavy, not-compact feeling crossover seriously. Now, a new marketing campaign aims to show off those attributes and more.

The vehicle’s new campaign features the NX’s more playful side showcasing the vehicle’s lack of typical SUV styling.

“Lexus is entering a new segment with our first-ever entry luxury crossover. The NX is a dynamic vehicle that blends high-end design with utility,” said Brian Smith, Lexus vice president of marketing. “This marketing campaign creatively demonstrates that this vehicle—which offers a chiseled, angular body design with an aggressive turbo-charged engine—is fun to drive and ready for any adventure.”

Four television ads have been developed targeting the highly diverse audience in the marketplace. The first two spots show consumers the NX’s form over function while the other two showcase how the NX fits into customer lifestyle choices.

The ads will air during prime time, late night, cable, and network and cable sports. Notable sports properties include multiplatform ownerships with March Madness on CBS, NHL on NBC Sports and college football on ESPN and Bleacher Report.

Supporting print, digital and out-of-home media elements highlight style and technology. The print campaign will be featured in titles such as Dwell, GQ and Saveur, and will appear in Vogue’s Spring Fashion Issue. In addition to heavy digital presence through paid media and high-traffic websites, a first-to-market Facebook campaign connects Lexus with urban consumers using hypertargeted auto-play video ads.

image courtesy of Lexus