Tuesday, January 18, 2011

VIDEO: Lexus Sets the Bar High, Chains Four Cars on LS in New TV Ad

In another sign that luxury automakers in the U.S. are raising the stakes -or so to speak- with their latest commercials, following Audi's recent A8 ad, Lexus has released a new TV spot as part of an advertising campaign to demonstrate how far the company goes to achieve perfection. 
 
This particular broadcast ad is titled “Chain” and it shows a crane slowly lifting the front end of a LS, which is attached to four more Lexus models (RX, GS, ES and IS) using nothing more than cables and stretch bars. At the end of the spot, a $375,000 LFA comes into the shot and parks directly below the chain of vehicles weighing a total 21,000 pounds. 

The key point here is that the commercial is real and that no special effects were used for its creation as Lexus proves in the 'Behind the Scenes" video. 

“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.”


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