How much time and innovation do you think it takes to suspend not one, not two, not even three cars (we are counting five!) from a crane and then park a mint-condition sports car underneath?
Well, that’s exactly what Lexus did in their latest commercial. For the commercial, “The Chain,” instead of consulting special-effects artists, Lexus marketers decided to consult some engineers to show off the strength of the chassis of Lexus vehicles.
“It isn’t enough to just say that we pursue perfection, we want to demonstrate the great lengths we go to in our pursuit,” states Dave Nordstrom, vice president of marketing for Lexus. “The new broadcast spot allows us to focus on the foundation of our vehicles, the chassis, and show its almost unbelievable strength. In fact, we feared that it would be so unbelievable, we invited a physicist and structural engineer to witness the shoot, to prove that it did, in fact, occur without the use of special effects or computer generated-imagery.”
What’s more convincing than a chain of five Lexus vehicles–the LS, RX, GS, ES and IS– weighing 21,000 pounds, hanging from end to end from a giant crane, and parking the $375,000 LFA directly underneath? That’s hard to beat.
See the video for yourself:
So, by doing things the hard way, Lexus shows drivers just how far they are willing to go to pursue perfection. By taking designs to the extreme, Lexus can better serve your everyday needs. Beautiful, safe, and dependable– all ingredients for Lexus perfection.
But it doesn’t stop with the “Chain.” Lexus produced 14 short videos taking you behind the scenes of the TV-ad and shows off how other ways of doing things “the hard way” pays off. Want to see the developers take a blow-torch to the leather interior of a Lexus to test its heat capacity? Yes, the video is here:
And if you want to test out a perfected Lexus for yourself, visit us at Lexus Monterey.
