New Lexus Ads Brilliantly Highlight Obsessive Craftsmanship
We already know that Takumi means quality and reliability. But Lexus wants you to know it’s also about performance.
Lexus, perhaps more than any other automaker, has always celebrated its obsessive nature. Attention to detail and perfection are more than just keywords for the brand – they’re its identity. So it should surprise no one that Lexus wants to remind everyone just how meticulous they are in the art of building cars. And in this latest marketing campaign, specifically how obsessive they are in creating performance machines.
It’s all about the Takumi masters, of course. Those ninjas of automotive building, testing, and downright crafting. Like anyone else at the top of their profession, not everyone is cut out for this kind of job. Only the most obsessive types, those willing to pour over tiny details few of us would ever even notice. Oh, and 25+ years of training, unparalleled skill, and passion for such tedious work.
That kind of stuff is certainly worth celebrating, and “Performance, Crafted to the Extreme,” does so in a way that’ll get your motor running. Of course, watching a bunch of white coats solder together tiny wires isn’t that exciting in and of itself. So Lexus threw in a sliding trio of the LC 500, RC F and GS F for good measure. Problem solved.
The idea is to show that not only can Lexus build a reliable and solid car, but also an exhilarating one. And both spots, “Crafted Extremes” and “Extreme Measures” accomplish that in spades. For starters, Lexus opened up the top secret lairs that are their factories. Then, they dialed up expert drifter and Hollywood stunt driver Rhys Millen and renowned automotive director Ozan Biron. The result? One pretty darn exciting and oddly satisfying (if you’re the obsessive type) pair of clips.
Join the Club Lexus forums now!
