We partnered with Jay Leno to give away his personal pick, the 2025 Lexus GX 550, in a promotion that brought together two icons, Yaamava' and Jay Leno's legendary garage. Creative strategy for this automotive giveaway leveraged Jay Leno's unparalleled credibility in the car world. We filmed on location at his private garage, giving viewers an authentic glimpse into his collection while he walked them through why the Lexus GX 550 was his top pick. 

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Goal: Drive Club Serrano engagement and entries by tapping into Jay Leno's automotive authority, creating a promotion that felt less like a standard giveaway and more like an exclusive opportunity hand selected by a legend.

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Approach: Position Jay Leno as the authentic tastemaker by filming at his personal garage. Use his credibility to elevate the vehicle's desirability. Create content that felt like a genuine peek into his world rather than a traditional endorsement.

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Results: The campaign delivered the highest impressions of any Yaamava' promotion to date, drove strong event attendance, and significantly increased Club Serrano sign ups.