Bianca Bartz
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Lexus has come out with a great new video ad for its latest luxury GS hybrid sports sedan. “Opera music? Check. Rich cinematography? Got it. Subtitles in elegant cursive typeface? Ditto. Yup, all the cliches of classic ‘luxury’ car advertising—the ones that would seemingly appeal to the monied set—show up at the beginning of “Etiquette.” Right after the corny intro, the Team One ad jumps straight into action. The GS emerges from the dark of a warehouse by night, screeching onto the scene, performing the scripted actions of “The Power Slide” and “The Doughnut.” The script rolls by as the car acts out the scene. “There are a few things the new Lexus GS can do, maneuvers that are quite frankly below its dignity,” is the car artfully screeches in circles performing a the doughnut maneuver. “And while other companies may encourage such behavior, we believe that just because you can do something doesn’t mean you should.” The car spins into the “Sweet Spot,” performing the perfect park. The “Etiquette” commercial will make its debut tonight during Boston Legal and is much anticipated by the ad work. The clip is not yet available on YouTube, so instead we’ve attached a video review of the 2007 Lexus GS.  Not only is it a fresh, smart way to demo the moves that the new sports sedan with a more powerful engine is capable of, but it also seems to be a bit self-deprecating about the hoity-toity markers of quiet class and elegance that defined previous Lexus commercials. Altogether, the effect is sophisticated and as badass as you can get in a good-natured way.
(adweek)References: adweek Filed In: |
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