Not sure about everyone else, but the video left me underwhelmed. The eye candy was very impressive, but at the end of it, I am not even sure what is the message that Lexus wants to send out. The product concept for the C200h is a compact, entry level luxury hybrid with the design and driving dynamics that will appeal to the younger crowd. The sort of people who would otherwise have gone for a VW Golf GTi, Audi A3 or a BMW 1-series. Throughout the entire video, I can't catch any of these elements / message. I think the reaction from the public, or rather, lack of reaction from the public says it all. Watch the Hyundai Accent's presentation, the applause, the oohhs and ahhs from the public, both during and after the presentation says it all on which manufacturer succeeded in striking the right emotional cord.
Watch the Hyundai Accent 3D projection ad here. To date, this video have been viewed over 380,000 times on Youtube.
Below is an ad from the main rival of the Lexus CT200h, the Audi A3 TDI. Like Lexus, Audi is also banging on the environmental credentials of the car, as well as the Audi's driving dynamics.
The message was short and simple, and I bet more people got the message.
But there is however one very good ad for the Lexus CT200h, that we think got the right message across in a catchy manner. It was done by Saatchi Saatchi Sydney, for Lexus Australia. The message of driving precision and balancing the two seeming opposing requirements of performance and environmental sensitivity is very clearly put across by the CT200h balancing itself, somewhat precariously, on a rotating platform set on a rocky edge by the sea. The title of the ad is "A beautiful contradiction."
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