Lexus, simplicity, and beautiful execution

This spot was passed on to me by a friend, and I vaguely remember seeing it in the past, but after watching it again, I have to say I’m pretty impressed. Today, the automotive advertising world is inundated with commercials either touting features that nearly every new car comes with, or trying to make some bizarre connection between childhood, rocket launchers, monkeys, or something else equally far fetched.

This Lexus IS 250 commercial does none of that. It doesn’t list an insane number of features. It doesn’t make a weird connection with gelato or steak or clowns. It just highlights one of the key features of the car, and over the course of 30 seconds, showcases that feature. Nothing more. It’s beautiful. granted, the videography, lighting, sound, and voice over are all superb, but it’s the simple, quality idea that makes it so strong.

Is simplicity like that really that hard to come by? That hard to execute? Should it be?

2 responses to “Lexus, simplicity, and beautiful execution

  1. To answer your question:
    Most companies don’t have the same brand strength as Lexus.

    If you’re condemning a Honda or Mazda commercial for their flashy images, it’s partly because the companies have crafted a brand that lends to flash.

    I think that this is a good match of advertising, marketing, and not too many cooks in the pot. Great execution all around, but it’s easier to hit a home run when you have a Louisville Slugger.

  2. what, no mention of the new guinness ad? don’t make me question the reality of your superior advert awareness!

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