Perfection – the hard way
These days, we can fake just about anything when it comes to stunning visuals and computer-generated effects. Pores don’t exist in cosmetics ads, fast food looks gourmet, and even China’s military is using Top Gun footage to report their drills. It’s easy to do, and seems to be acceptable. However, when companies go the extra mile to accomplish things that are both difficult and push the envelope, it’s refreshing. Lexus’ new “The Hard Way” campaign, beginning with a commercial featuring five cars hung end-to-end from a crane, does just that. With a nod to Myth Busters, Lexus has created a campaign showcasing their cars undergoing spectacular tests of physics. Whether it’s submitting their leather interiors to a blowtorch, exposing cars to radiation, tuning engines like they are musical instruments, or suspending five cars from a crane, Lexus is putting their money where their mouth is and living their tagline: “The passionate pursuit of perfection.” Online, each “test” is captured in a beautifully shot video, proving that not only are their cars made “the hard way,” but their advertising is too, which is Clarity Up.
Tags: blow torch, china, china military, Lexus, military, myth busters, the hard way, top gun
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