Lexus returns the favor to Audi in new ads
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]
Reader Comments (Page 1 of 3)
John 12:41PM (10/17/2007)
I bet their message is more resonant if you're old enough to be eligible for social security. Apparently the average age of a Lexus buyer falls into that demographic.
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The Doctor 12:41PM (10/17/2007)
So if it's beneath Lexus, why did they make these ads?
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Paul 12:43PM (10/17/2007)
Doesn't account for the fact that they are still boring, overpriced Toyotas.
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Chocolate 12:50PM (10/17/2007)
One could also argue that Audis are still unreliable overpriced VWs.
(One will also argue that I'm wrong but quoting a bunch of facts and will most likely resort to calling me some name)
Cheers
James 12:51PM (10/17/2007)
So does that mean Lambos are boring and overpriced Audis? And Audis and boring and overpriced VWs? Then that would mean Lambos are boring and overpriced VWs by association.
nagmashot 1:04PM (10/17/2007)
adding on step more to that logic VW, Audi and Lamborghini are boring slow unrelible Porsche... :)
zach 1:09PM (10/17/2007)
yep, and bugattis are just overpriced skodas and ferraris are simply overpriced fiats...
Excellent logic!
Laughing at you 1:13PM (10/17/2007)
And Cadillacs are overpriced Buicks which are overpriced Chevrolets who trace their platforms to el cheapo Pontiacs?
fordman 1:15PM (10/17/2007)
Well Lincolns are overpriced Mercuries that are overpriced Fords that come from handme down Volvos and Mazdas!
dmw 1:25PM (10/17/2007)
Since my VW is somewhat less than reliable, I suspect, and with certain pride, that it is in essence a appropriately priced Audi. Hee.
The Lexus ad just makes Audi's point better: Audi drivers take the dare, Lexus drivers are taking the piss.
Cheers!
nissanfreak87 1:11PM (10/17/2007)
so, they release the IS-F and tell you you aren't allowed to have fun in your car?
Lexus makes 0 sense to me.
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Paul 8:01PM (10/17/2007)
Excellent point.
MacGuffin 12:47PM (10/17/2007)
Is this part of the so-called terrific break-through marketing done by Lexus' former VP of Marketing Debra Wahl Meyer?
Uh-huh.
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Daniel 12:48PM (10/17/2007)
Where can I find the actual videos?
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Ryan 12:54PM (10/17/2007)
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.
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Ryan 12:55PM (10/17/2007)
err Team one.
Papi L-Gee 4:27PM (10/17/2007)
No surprise that it's boring. Your dad's driving a dressed-up Camry.
Christian 12:55PM (10/17/2007)
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 $$.
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izzy 1:14PM (10/17/2007)
That's been done: by Kia and Hyundai. But then you end up with a Kia or a Hyundai.
zach 12:55PM (10/17/2007)
Anybody else remember the Car and Driver/Road & Track/Motortrend (i forget which) story from a few years ago that told the story of what they had to go through just to turn off the stability control of a new GS? It involved getting inside info from a Lexus engineer and then completing approximately 10 steps just to get it to turn off.
I think Lexus knows what their demographic groups are... I'm pretty sure the young, spirited driving group isn't one of them.
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