A new advertising campaign from Lexus called “Engineering Amazing” will highlight the company’s most recent technological breakthroughs. The collection of spots touts Lexus’s hybrid technology, driving simulator, and recycled plastic materials — but our favorite one shows the LFA supercar being flung around a track.
Lexus says the new ad campaign highlights its commitment to developing new technologies. “It is not about simply making incremental strides and improvements, but about taking giant leaps in innovation,” said Dave Nordstrom, Lexus vice president for marketing. The commercials also pave the way for future Lexus advertisements, whether print, online, or television, which will have stronger photography with “more emotional and exuberant” designs. The new campaigns are said to use “dramatic angles and lighting” as well as “experiential music.”
The headlining Engineering Amazing ad is called “Wall.” The camera initially pans over shelves filled with beakers of possible fuel sources — ethanol, hydrogen, gasoline, even lightning bolts representing electricity. Suddenly a Lexus LS600h hybrid drives through the shelves, smashing all the glass beakers dramatically. As the narration explains, Lexus wants to underline that its hybrid technology, “is designed to optimize any fuel source on the planet.” In another ad, Lexus gives us a look at how its advanced driving similar and crash-test software help make safer cars. Each ends with the tag line, “You engineer amazing.”
Our favorite of the clips, embedded below, is called “A New Era of Lexus Innovation.” It shows off not only the development process for the Lexus LFA’s V-10 engine and carbon-fiber components, but also footage of the Japanese supercar screaming around a race track. Despite a soundtrack and narration, the high-revving exhaust note of the LFA’s 4.8-liter V-10 sings through.
The “Wall” ad hits TV networks and Hulu today, with the other spots debuting later this month and running through January 2012. Click here to see all the Engineering Amazing videos on YouTube.