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As summer rolls around again, it’s road trip season. Every vacation needs a playlist and all the better if eight-time Grammy winner Anderson .Paak curates it.
For World Music Day 2024, Lexus and Amazon Music teamed with Anderson .Paak to create “Destination .Paak – The Lexus GX Remix.” Promoting the GX Luxury SUV, the launch intends to inspire the outdoor adventures such a vehicle might enable. The campaign features outdoor shows, behind-the-scenes footage, and an all-new music video, among other assets.
For this collaboration, .Paak has released an all-new remix and music video for his 2016 single, “Celebrate.” Hopping on the road with a handful of instruments at his side, .Paak and the song are revitalized by the inspiration that being in nature can bring.
Alongside this release is a slew of behind-the-scenes videos charting .Paak’s road trip across California’s wilderness in a 2024 Lexus GX. The campaign encourages Lexus drivers to get in touch with nature in their way, with .Paak providing a handy playlist via Amazon Music.
Out and about
“Destination .Paak” is a project rife with “firsts,” including the first-ever music video created by Amazon Ads. It is also the first Brand Innovation Lab x Amazon music collaboration, the first auto brand to partner with an artist to develop a custom playlist and the first ever automotive customer Alexa Theme. Highlights from .Paak’s voyage and other assets can be viewed via destinationPaak.com through August 31.
“After fifteen years in the music game, I’m trying to stay inspired and impress my kids,” .Paak said in a statement. “I find that getting out in nature can be both humbling and reinvigorating. That’s why this World Music Day, whether it’s a public park performance or an organized outdoor concert, I’m inviting my fans to join me in getting outside to celebrate music.”
“The Lexus GX is meant for all of life’s adventures, both on and off-road,” added Cynthia Tenhouse, vice president of Lexus Marketing. “Like Anderson .Paak, we hope more people are inspired to find their outdoor adventures.”
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