network:
Lexus bangs the drum
Luxury car brand Lexus is taking the music gaming phenomenon and giving it a physical spin in its latest efforts to tell us just how well engineered their vehicles are.
A brand new commercial entitled ‘Music Track’ sees the new Lexus 2011 IS model hurtling through an abandoned warehouse to a thumping music soundtrack. You may say you’ve seen that ad story a thousand times before, but you’d be wrong. This time the pairing of fast driving and music has a new twist.
The ad – which forms part of the brands ‘Wield Precision’ promotion – has forgone the traditional music sync route and opted for a minimal ad soundtrack created by the car itself. As the vehicle screeches round the warehouse it crushes the foot pedals of a series of precisely lined up drums creating a car activated drum roll.
As a soundtrack its probably not going to trouble the charts anytime soon (although I have heard worse), but it leads nicely into a making of video that further emphasizes the ‘precision’ messaging the brand is eager to convey in an accessible and memorable way.
More on the campaign here
Posted by: |