network:
Video Ad of the Week: Lexus ‘Heartbeat Car’ (Australia)
Lexus and M&C Saatchi have developed a new conceptual project to show off how thrilling it is to drive a Lexus RC F by building a very special car that is covered in biometric paint to visualise drivers’ heartbeats.
Three professional drivers were connected to the car through unique biometric paintwork that displayed their heartbeat – transmitted from a heart rate monitor to a bespoke electrical system within the RC F. The data is then captured and processed before sending an electric charge through the car’s body panels.
A test track, inspired by the heart of Japanese Motorsport, was created and then the drivers raced, at night, in an event dubbed ‘Heart Racing’.
“This latest concept follows other innovative projects we have developed this year including smart outdoor advertising billboards that respond to the car you’re driving and our fantastic new Lexus hoverboard,” says Sean Hanley, Chief Executive of Lexus Australia.
“These activities underline the new, bold way we are behaving across all areas of the Lexus business. The heartbeat car also links to another key part of our brand—high performance vehicles—via our F brand, and the emotional response a person gets from a machine like the RC F coupe.”
The result is pretty spectacular – check it out below:
Comments