Together with creative agency Team One, Lexus has launched a brand new spot that puts dad jokes at the forefront, or rather, at the front seat.
Directed by Paul Cummings, a 90-second spot titled "The All-New Lexus GX: Dad GXokes," the automobile company has unveiled a brand-new Lexus GX feature tailored fit for a father's sense of humor.
Through the GX's touchscreen system, dads can scroll through different joke categories, including Space, Sports, Technology, School, and Nature to crack the perfect dad joke.
"I'm reading a book on anti-gravity," it displays on the screen, as dad reads it out loud to his kids.
"It's impossible to put down," he follows up, as his joke is met with confused looks.
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The father goes on, with jokes like "I used to play the piano by ear, now I just use my fingers," and "What do rain clouds wear under their raincoats? Thunderwear."
The entire car is met with silence, even from the mom, who's driving.
"The GX has been engineered to ensure every passenger has the most enjoyable experience possible," the narrator says as the kids beg their mom to make him stop, closing the spot.
Behind the Spot
While the feature isn't exactly real, the commercial comes in celebration of Father's Day, and the brand reiterates that it's for entertainment purposes only.
Despite this, the advert has garnered praise from netizens, with some calling it the best Lexus commercial they've ever seen.
"Humor sells I gotta say," another user writes.
According to Team One's LinkedIn post, Dad GXokes is set to launch "across social in a series of parody videos."
"Massive thanks to the team for bringing such a fun project to life, and thanks to all of the dads out there for keeping the jokes coming," the agency shared in a statement.
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Editing by Katherine 'Makkie' Maclang