Lexus to “Engineer Amazing” with New TV Spots, Philosophy

By Jacob Brown | June 14, 2011
Just as Lexus helped redefine the luxury car segment when it balanced 15 wine flutes in a pyramid on the hood of an LS400 sedan back in 1989, the luxury brand is again using various glasses with its LS sedan to help shape its future. With Lexus’ new ad campaign, however, the brand’s goal isn’t to keep them intact — it’s to break as many of them as possible. In the first spot of its new two-spot TV campaign, Lexus’ flagship LS600h L hybrid sedan is shown plowing through a wall of various fuels from diesel to algae oil. The campaign, titled “Engineering Amazing,” is aimed to show Lexus’s commitment toward alternative energy development for its cars and “inventing” future technologies rather than just trying to predict them. “It’s not about simply making incremental strides and improvements, but about taking giant leaps in innovation,” David Nordstrom, vice president of marketing for Lexus, said in statement announcing the campaign.
Nordstrom said first spot that debuted Monday, titled “Wall,” signals what will come from Toyota’s luxury carmaker, noting the passion the Lexus brand hopes to ignite with its concepts like the LF-Gh hybrid concept car, which is a lightly veiled look at the next-generation Lexus GS sedan. It’s an approach the often-conservative Lexus brand hadn’t brought forth until last year when Toyota president Akio Toyoda admitted that he would like to see more personality in his company’s cars. The second spot, “Reactions,” shows the tech behind Lexus’s realistic driving simulator it uses to develop its cars. With its new advertising direction, Lexus is looking to play up its take on Toyota’s industry-leading Hybrid Synergy Drive technology and the idea that the hybrid drivetrain can be optimized to work with any fuel source — a definite plus with the national gas price average hovering around $4 a gallon. Twenty-two years ago, Lexus put the major players on notice with its new take on luxury cars. And it definitely caught our attention again more recently with its $375,000 supercar, the LFA. Now, it’s time to see whether the brand can do it again its forthcoming marketing campaign and refocused philosophy.
Owner of Marina Auto Body
Owner of Marina Auto Body

I have the admit that the tv spot was visually stunning but I'm still wondering why Lexus would choose to showcase the LS600H in the commercial. I understand that they want to show their commitment to alternative fuels but the LS600H still runs on premium gasoline and gets about 20 miles per gallon combined. In my opinion if they wanted a more powerful statement they should of had the Lexus LF-Gh Concept drive through the wall instead of the LS600.