• Jun 2nd 2010 at 7:57PM
  • 61
Lexus LFA commercial – Click above to watch video after the jump

You remember the Lexus LFA, right? The world hasn't heard too much from the Toyota supercar since the carbon fiber wonder hit the scene last year, but that doesn't mean the company hasn't been playing with its new toy. Toyota just released a new spot featuring the V10 beast roaring to life and shattering a champagne glass with nothing but its exhaust note. We're well aware that skepticism is the internet's middle name, but Toyota claims that it hired a physicist to figure out exactly what kind of glass would resonate at the same frequency as the LFA exhaust.

From there, the car was just a dyno pull away from sending the flute to the recycling bin. According to the press release, there's zero CG at work here – just pure science. Hop the jump to see the whole shebang for yourself and to check out the press blast. You can also cruise over to the LFA site to download a special V10 ring tone.

[Source: Lexus]

Show full PR text
TORRANCE, Calif. (June 2, 2010)-It's a dramatic moment. In an ultra-modern audio studio, a Pearl White Lexus LFA supercar faces its challenger: a lone crystal champagne flute on a pedestal alongside a sleek amplifier. The vehicle's keyless ignition is engaged, and its rear wheels start spinning on a dynamometer. The engine roars louder and louder, the speedometer clicks past 150, 160, 170 mph. That's when the glass quivers and shimmies until – kshhh! – the flute shatters in gorgeous slow motion.

In this latest commercial from Lexus, which begins airing today, the LFA's signature engine sound achieves a feat reserved for virtuoso performers. The unique sound of 552-horsepower engine, which helps the vehicle reach top speeds in excess of 200 mph, shatters the glass without the use of CGI or camera tricks.

"The glass is actually broken by the precision sound of the vehicle," said Dave Nordstrom, vice president of marketing for Lexus. "We wanted to show just how deep our pursuit of perfection and commitment to innovation goes. The LFA was designed to deliver its own unique exhaust note, and this illustrates that beautifully."

The Signature Sound

Lexus worked with a team of engineers to enhance the acoustics of the LFA's 4.8L engine by meticulously tuning its multi-stage exhaust system. From the elegant, yet understated idle rumble to the goosebump-worthy wail of the high-revving V10 engine, the LFA was deliberately engineered to deliver a sound unlike that of any other road car.

After studying the unmistakable soundtrack generated by Formula 1 cars at maximum revs, the team created the signature LFA sound beginning by emphasizing the secondary combustion frequency of the engine and then introducing primary, secondary and tertiary firing harmonics.
The note is so unique that Lexus has even created an LFA ringtone that can be downloaded for free athttp://www.lexus-lfa.com (click "Digital Premium").

The Glass Test

For the commercial titled "Pitch," Lexus employed a renowned physicist from a leading university to help determine which type of champagne glasses have the same frequency as the LFA's revving engine. (The pitch of the glass needed to precisely match the pitch of the engine in order for the flute to shatter.) Lexus racecar driver Scott Pruett then "drove" on the dynamometer until the engine revved to 7,000-9,000 rpm-creating just the right frequency of vibration to break the glass. And, yes, the entire crew wore earplugs during filming.

It's not the first time Lexus has used champagne glasses in an ad. Now an almost iconic expression of the brand's pursuit of perfection and pioneering innovation, they were originally used in the brand's launch commercial in 1989. In one of the most memorable TV spots in history, the new LS sedan revved to high RPMs as a pyramid of champagne glasses was carefully stacked on the car's hood. As the speedometer approached top speeds, champagne was poured into the top glass and elegantly flowed into the glasses below-without spilling a drop or razing the pyramid.

Most recently, in a 2006 commercial, the ground-breaking park assist feature on the LS 460 was engaged to dramatically and precisely parallel park the vehicle between two giant pyramids of champagne glasses-without touching a glass.

"Pitch" can be viewed at YouTube.com/lexusvehicles. It will air primarily on cable television and during sporting events such as the 2010 Major League Baseball All-Star Game and the USGA U.S. Open Championship. A 3-D version of the spot will play in theaters beginning July 2 to coincide with the debut of a 3-D summer blockbuster.

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    • 1 Second Ago
      • 5 Years Ago
      I bet this car has a traction/stability control system you can't fully disable like all Toyota's.
        • 5 Years Ago
        The TCS on mine turns off. Driving in the rain on balding summer tires is a bitch without TCS. (Which is pretty much the only time it's on)
      • 5 Years Ago
      Sure, I appreciate the tech, I just can't get excited about a $400K Toyota.

      /automotive irrelevance
      //why do Japanese sportscars all appear as if styled with an axe?
      • 5 Years Ago
      I am quite interested by the technology used in this car - amazing engineering and dedication to every tiny little detail. But I have to say that the commercial was not that impressive. Lexus usually has very understated ads for it's luxury cars - which makes total sense. But for this LFA something a little more exciting is required.
      • 5 Years Ago
      didnt the guy posted this vid in his response of LFA being sold out =D

      still amazing though
        • 5 Years Ago
        Didn't Mythbusters break a glass with just a person's own voice? (105 db)
        Would have been cooler if they didn't need the amp.
        • 5 Years Ago
        You don't have to hire a physicist to figure out which glass will break, you can just go to Crate and Barrel.
        • 5 Years Ago
        Interesting that Lexus seems to be going back to its original tag line, "Pursuit of Perfection".

        That tag is so fitting and iconic, it is good to see Lexus going back to its roots of excellence again. I think they've kind of lost it the past few years.
      • 5 Years Ago
      haha, nice!
      • 5 Years Ago
      If you amplified a fart loud enough you could probably break glass.
        • 5 Years Ago
        and engineered the glass to the fart's specific frequency... yeah.
        • 5 Years Ago
        sounds like a cool school project
      • 5 Years Ago
      "And then we made it cost as much as a 5-bedroom house."
      • 5 Years Ago
      Awesome add.
      • 5 Years Ago
      So they engineered the glass to break... so then, whats the point?

      • 5 Years Ago
      "You remember the Lexus LFA, right? The world hasn't heard too much from the Toyota supercar since the carbon fiber wonder hit the scene last year, but that doesn't mean the company hasn't been playing with its new toy."

      The author Zach Bowman is partially right on this one, but Lexus has not only been playing, but putting the LFA on display throughout North America for quite some time now, since its debut. In tandem with events in other select high-volume areas in the country, this past April, the car was on tour at NJ motorsports park, in an event free to the public. As with anything, if you're not looking for it, you probably won't see it...but its there and its the real deal. To be honest, its exactly what the automotive media has been asking for, as Lexus is pulling a grassroots marketing campaign with this vehicle, running a parallel to displays like this (nice homage to the original LS ad).

      So in answer to his question, yes, I remember the LFA, quite well...it was fun chasing one through the final corner of lightning raceway, as it easily established itself in its environment, moving every bit as nicely as it sounds.

      • 5 Years Ago
      It would have been better if the glass was behind the car without speakers. But perhaps science wouldn't permit that...
      • 5 Years Ago
      Reminds me of their old LS400 commercial with the champagne glass on the hood the engine was so smooth and refined that they rev it to max and those glasses didnt move a inch.

      But whats different this time around...is that Lexus is breaking the champagne glass......

      Awesome and I think it represent what Lexus is trying to do which is change their image.
        • 5 Years Ago
        That is a clever juxtaposition, now that you mention it. But you could break a champagne glass with a baby's cry if you amplified it enough.
        • 5 Years Ago
        its not about amplification
        its about Lexus's pursuit of perfection
        the tuning of the engine...

        where the glass wiggles and vibrates to where the engine peaks (high enough frequency to shatter the glass)...

        plus most people's initial impression without getting too technical or giving it much thought is that "that's a LOUD lexus"!
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