• Oct 17, 2007
Oh, what fun, a luxury sport sedan advertising smackdown. Lexus has returned a volley after Audi made a shot across their bow with a TV spot swiping at Lexus and implying that a self-parking car is for non-driving drivers. Like that kid in class who never knew quite how to shoot back a response, Lexus has produced a couple of spots that are almost, almost badass. The spots, titled "Etiquette" and "Doughnut" juxtapose imagery of the GS 460 partaking in power oversteer antics to a soundtrack of operatic aria. That's cool, the Lexus 4.6 liter V8 does have a muscular snarl, and the GS can at least keep up with the pack. What's uncool is the snooty tagline, admonishing "just because you can do something, doesn't mean you should." Yeah, nannying is such a come-on to purchase. The tagline for "Doughnut" is even worse - "Yes, you can. And no, you shouldn't." Doesn't that just makes the "screw you" center in your brain light up? To create spots with badass imagery and hooligan undertones, only to soft-pedal the tagline and shroud it all in some sort of veil of "that's beneath us" does not sound the klaxon for enthusiasts. The car itself looks to be fun, if they've managed to put some discipline into the suspension, a real manual transmission, and dial back the electronic joy-killers.

[Source: Brandweek]


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  • 40 Comments
      • 7 Years Ago
      Although I love Audi's certainly more than Lexi, Lexus could hit them in two critical areas - customer service and reliability.

      [Fade in]
      Lexus. Because you want to spend more time here (pan of winding, driver's road) than here (pan of dealer's service bays).

      Lexus. Built to stay on the road. [Fade out]

      Please send my royalty check to my daughter's college fund.
        • 7 Years Ago
        Toylicksass: doggedly in pursuit of driving somnambulism. It's like the GS ad a decade ago, where "if you wanted to feel the road..." cuts to the car door opening, driver's hand reaches down to touch asphalt, hand reaches up, door closes and car speeds off camera.

        Audi has nothing to fear.
      • 7 Years Ago
      So if it's beneath Lexus, why did they make these ads?
      • 7 Years Ago
      meow! Me loves me a good ole geriactric brawl!
      Although, I must say, if you want a large amount of fun for a small amount of dough (cough)....ditch both of
      these over-priced driveway ornaments and get urself a Mustang GT and never park the the damn thing and you can make all the fresh "doughnuts" you want! Now THAT'S proper automotive "Etiquette". GitRdun
      • 7 Years Ago
      Is this part of the so-called terrific break-through marketing done by Lexus' former VP of Marketing Debra Wahl Meyer?

      Uh-huh.
      • 7 Years Ago
      I have never driven any sport luxury car, but from people who I know, Lexus is really aimed at 40-50+ year olds who don't really care about drivers feedback. Although in Los Angeles, the most popular cars are the GS, and the IS among 20-30 year olds, based on my observances. I think for Lexus to compete with Audi, Mercedes, and BMW it needs to be able the driver to turn off the electric nannies. Lexus is the Asian version of Cadillac.

      That being said, I think the IS 300/350 is pretty cool, well cool looking. My gf drives a IS300, she won't let me drive but from what I have seen it is a pretty decent car. My next car will be either a BMW 33ci or an Audi S5.

      • 7 Years Ago
      still not as good as the old BMW - AUDI - Subaru - Bentley Ad Battle
      • 7 Years Ago
      Maybe one of the other carmakers could do a spot on how lame are the people that throw away their money on Audi and Lexus to show they have $$.
        • 7 Years Ago
        That's been done: by Kia and Hyundai. But then you end up with a Kia or a Hyundai.
      • 7 Years Ago
      I actually emailed Team One and asked why they were trying to stoop to Audi's level...they didn't respond back.

      My father owns a ES350, and I must admit that it is a very nice car, however its dumbed down. It is super quiet and has a very smooth ride. It is boring to drive to say the least. I'll take my C class Mercedes over that any day along with my $500 "B" maintenance bills.

      Audi has already one on this round. I give kudos to Mobil One for Viral Marketing.
        • 7 Years Ago
        No surprise that it's boring. Your dad's driving a dressed-up Camry.
        • 7 Years Ago
        err Team one.
      • 7 Years Ago
      Given the average age of Lexus buyer (mid 100s) "Doughnut" is exactly what they are going to do.

      Lexus should have responded with "Yeah, but Lexus can part itself and it comfortably fits a walker" in the front arm rest".
      • 7 Years Ago
      "The car itself looks to be fun, if they've managed to put some discipline into the suspension, a real manual transmission, and dial back the electronic joy-killers."

      It's a Toyota, there is no joy to kill.
      • 7 Years Ago
      Lexass: no, you can't, your geriatric heart couldn't take it.
        • 7 Years Ago
        Thank you. My avatar choice was especially prescient, given this year's Nobel Peace prize choice. I don't need to enumerate the much vaunted company that al-gore shares by his winning this award, but I will say that his contribution to global warming due to over-eating is on par with Mr. Nobel's nitroglycerin.
        • 7 Years Ago
        hahaha, also, love the avatar
      • 7 Years Ago
      So we still don't have a link to the Lexus advert?
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