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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Reader Comments (Page 1 of 3)
The Doctor @ Oct 17th 2007 12:41PM
So if it's beneath Lexus, why did they make these ads?
John @ Oct 17th 2007 12:41PM
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.
Paul @ Oct 17th 2007 12:43PM
Doesn't account for the fact that they are still boring, overpriced Toyotas.
Chocolate @ Oct 17th 2007 12:50PM
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 @ Oct 17th 2007 12:51PM
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 @ Oct 17th 2007 1:04PM
adding on step more to that logic VW, Audi and Lamborghini are boring slow unrelible Porsche... :)
zach @ Oct 17th 2007 1:09PM
yep, and bugattis are just overpriced skodas and ferraris are simply overpriced fiats...
Excellent logic!
Laughing at you @ Oct 17th 2007 1:13PM
And Cadillacs are overpriced Buicks which are overpriced Chevrolets who trace their platforms to el cheapo Pontiacs?
fordman @ Oct 17th 2007 1:15PM
Well Lincolns are overpriced Mercuries that are overpriced Fords that come from handme down Volvos and Mazdas!
dmw @ Oct 17th 2007 1:25PM
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!
MacGuffin @ Oct 17th 2007 12:47PM
Is this part of the so-called terrific break-through marketing done by Lexus' former VP of Marketing Debra Wahl Meyer?
Uh-huh.
Daniel @ Oct 17th 2007 12:48PM
Where can I find the actual videos?
Ryan @ Oct 17th 2007 12:54PM
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.
Ryan @ Oct 17th 2007 12:55PM
err Team one.
Papi L-Gee @ Oct 17th 2007 4:27PM
No surprise that it's boring. Your dad's driving a dressed-up Camry.
Christian @ Oct 17th 2007 12:55PM
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 $$.
izzy @ Oct 17th 2007 1:14PM
That's been done: by Kia and Hyundai. But then you end up with a Kia or a Hyundai.
zach @ Oct 17th 2007 12:55PM
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.
stefan @ Oct 17th 2007 12:58PM
Atleaste lexus's are RWD.
zach @ Oct 17th 2007 1:04PM
Wow, somebody's feeling a bit defensive today. You don't really have to take a simple post and try to turn it into some kind of idiotic argument. I'm not bashing Lexus; just pointing out something somewhat relevant to the topic... relax.