The long-running global Lexus campaign through CHI & Partners is called ‘Amazing in Motion’ so client and agency have produced what they claim is the world’s first working ‘hoverboard,’ a skateboard that floats thanks to a combo of liquid nitrogen and a magnetic field.
The new ad, ‘Slide,’ features champion skateboarder Ross McGouran, more or less keeping his balance on a customised skate park, an inch or two above the ground.
Mark Templin, Executive Vice President at Lexus International exec V-P Mark Templin says: “we set out to push the boundaries of technology, design and innovation to make the impossible possible…we’ve experienced the highs and lows and have overcome a few challenges, but through mutual determination we have created a demonstration of our philosophy in design and technology to create Amazing in Motion.”
Hype is everything in these matters and CHI claims to have secured a million views of its succession of teaser ads, leading to 590m online impressions.
The finished product looks good enough; the proof of the pudding is how viral it goes presumably.
Will it help Lexus? Toyota-owned Lexus seems to have fallen behind the likes of BMW, Mercedes and Audi, making solid executive chariots but lacking something in the excitement stakes. So Amazing in Motion is probably a good idea.
MAA creative scale: 7.