People can believe in and practice “the hustle” and not be perceived as hustlers. It seems like such a fine line, but in this new commercial from Lexus and Team One, the fine line is made explicit.

Let’s watch.

According to Lexus, the all-new 2022 NX is a next-generation crossover that prioritizes what matters most to drivers.

I wonder, are you ready to “Hustle for What Matters”? And what exactly matters most, right now? Surviving COVID-19? Surviving another pointless meeting on Zoom? Surviving the onslaught of disinformation and the consequent rise of authoritarianism? According to Lexus, status and wealth as expressed by the purchase of a new electric car matters.

“The all-new NX is a strong representation of the future of the Lexus brand, and this campaign helps bring that to life,” said Vinay Shahani, vice president of Lexus marketing.

Also, empowering the new boss and helping her see herself in a Lexus NX matters. If said empowerment happens at the expense of a thick-headed white man, all the better. Beep beep.