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 advertisingâ€"the ones that would seemingly appeal to the monied setâ€"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.
Luxury Cliche Ad
Lexus GS Commercial
Trend Themes
1. Luxury Car Advertising - Disruptive innovation opportunity: Find creative ways to break away from cliches and appeal to a wider audience in the luxury car industry.
2. Hybrid Sports Sedans - Disruptive innovation opportunity: Develop advanced technologies and sustainable features to improve performance and fuel efficiency in the hybrid sports sedan market.
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Industry Implications
1. Luxury Car - Disruptive innovation opportunity: Introduce unique design elements and cutting-edge technologies that redefine luxury and cater to the changing preferences of consumers in the luxury car industry.
2. Automotive - Disruptive innovation opportunity: Develop innovative solutions for electric and hybrid vehicles to meet the evolving demands for eco-friendly transportation in the automotive industry.
3. Advertising - Disruptive innovation opportunity: Explore unconventional advertising formats and platforms to capture the attention of consumers and create memorable brand experiences in the advertising industry.