New Lexus Effort Does Everything Right

We here at The Sutter Group love automobiles just about as much as we love marketing. That’s why when we saw Lexus’ recent television ad, we knew we had to write about it. It’s effective advertising on so many levels.

First, it does what every great ad should do. It focuses in on ONE main point of distinction of the new Lexus ES - its 88 vibration reducing features, including an “active-control engine mount” which makes it nearly impossible to sense any vibration or rough ride (a characteristic that most luxury car buyers will cherish). While many car ads barrage consumers with a laundry list of product features and benefits, this ad does an excellent job of sticking to one and using creativity to dramatize it. In the ad, which you can see HERE, professional cardstacker Bryan Berg builds a virtual cityscape on top of the ES.

But Lexus didn’t stop there. They went viral with the campaign by filming a behind-the-scenes documentary of the making of the video, which is now making its way across the internet through channels like Twitter, YouTube and Facebook as well as on the Lexus ES Website. Pretty soon, the entire world will know how the active engine mount technology makes the ES silky smooth to drive. Here’s the behind the scenes vid from YouTube.

The only question now, as posed by a friend of ours, is how does one become a professional card stacker? Lots of practice, I suppose.

by Garret Ohm

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