Lexus RX Celebrates Scott Kelly’s Year in Space
Rocket ships and cars have been frequent collaborators in auto industry advertising, but leave it to Lexus to put a fresh new spin on the tried-and-true business model.
Lexus created the clever little spot below to kick off Time‘s live-stream of astronaut Scott Kelly’s homecoming this week, and their documentary series A Year in Space. Kelly is the hero who spent 340 days in space to help NASA study the long-term effects of space travel. In doing so, he actually grew two inches, and made this short guy much more interested in being an astronaut.
The ad, titled “The Official Luxury Crossover of Getting Home Safe,” focuses on other famous space homecomings, from the Mercury and Apollo missions, to Space Shuttle landings, and beyond.
Using a toy Space Shuttle as a nice little segue way, the action then shifts to the back seat of a spanking-new Lexus RX, where a little girl dressed up as an astronaut dreams about the distant stars above. Then the smooth voiceover chimes in: “While others keep our astronauts safe, we’ll help take care of our future astronauts.”
Well done, Lexus Marketing. Sure, it’s not quite as explosive as Audi’s Super Bowl spot set to David Bowie’s “Star Man,” but most people don’t really drive rocket ships, they just want to get home safely. And if there’s some sporty luxury along the way, even better.
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