• Jan 18th 2011 at 7:58PM
  • 77
Behind the Scenes of Lexus' "The Hard Way - Chain" commercial – Click above to watch video after the jump

Lexus has released a new line of commercials that revolve around the theme "the hard way." In one such commercial titled Chain, Lexus attaches cables to an LS sedan and raises it off the ground. The idea is to show you how strong the chassis is because it can support its own weight when lifted into the air. Since the theme is "the hard way," the weight of just one single LS clearly isn't enough and Lexus attaches four vehicles to LS and raises them all in the air.

The commercial does an excellent job of conveying Lexus' solid built quality through a visual exercise. Is it real though? You bet'cha it is... and to show how they did it, Lexus has released a behind-the-scenes video and it's hanging around after the jump. We also threw in a few more examples of Lexus' "The Hard Way" campaign just for the fun of it. Enjoy!

[Source: YouTube]

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    • 1 Second Ago
      • 4 Years Ago
      Anyone saying Lexus is just a Rebadged Toyota might as well say Audi is a rebadged VW! Its the same comment! If people hate on this Advert then show me one that is better from the Germans which show their 'Great' build quality! Lexus has won many awards for their attention to detail from the smallest consistent panel gaps to the best paint finish! What has the Germans won recently? Lexus also has great engines as they are built by two great engine builders Yamaha & Toyota and I doubt anyone can complain about the engine in the R1 or LFA? To all the haters 'Envy is a cruel Mistress'!

      And did someone say Land Rover beat Toyota?

      Chris Harris of Autocar points out flaws to his brand new BMW M3:
      • 4 Years Ago
      Although Lexus is a great car company, they are not like Audi, BMW, Mercedes and Porshe. These types of detail in manufacturing are very common. I've seen tons of commercials like these before. The truth is Most the innovation and quality control comes from German Car Companies. Then other car companies follow suit the next couple years. I mean really is it a debate, just look at the cars and technology produced from Germans in the past 10-15 years. Pretty much always them and thats the Truth... AND ALSO LEXUS IS NOT CHEAP!!!
        • 4 Years Ago
        When the LS was introduced in the 1990's, it was widely considered to be technologically and aesthetically superior to the German luxury barges then (until BMW and Mercedes updated their 7 series and S-class). The LS was quieter and had more technological innovations than its German counterparts. In fact, I believe I read somewhere that BMW/Merc both purchased LS to reverse-engineer its innovations and mechanics. If anything, the introduction of the LS was a good kick in the butt to the Germans to step their game up. And they did step up with the next generation of cars.
      • 4 Years Ago
      All car manufacturers do some amazing testing of their vehicles.

      I think Lexus therefore Toyota is saying game on to all its competitors!
      • 4 Years Ago
      Just imagine a world where BMW and Audi had the reliability of Lexus. How much would both companies market share increase and better yet how much more profit would they make??

      Think about it.
      James Polo Davis
      • 3 Years Ago
      i hate when people dont realize the time and work put into each and every lexus. Do you see any other car company explaining and showing you how they make their cars.. no. People always say lexus is to boring and to soft, but that is what luxury is. My parents have 3 lexuses: RX, LS, Ct200h. Every time i ride in my relatives or friends car like vw, benz ,bmw, honda, mazda, or ford its so uncomfortable. But when i get back in my parents lexus or grandm's lexus its another world. Luxury is supposed to be comfortable and calm not sporty and fast. The closest a car has EVER gotten to the softness and smoothest of a lexus is lincoln but they copy off of lexus. Even though lincoln may be smooth its not quiet like a lexus.
      • 4 Years Ago
      That is simply a continuation of the really dumb toyota truck ads. Although I am not a fan of that company, they should get rid of whatever ad company (or employee/group) that comes up with that BS.
      • 4 Years Ago
      the LFA in the how to video was white and in the actual commercial was yellow. Were there two of them?
        • 4 Years Ago
        How-to video was shot in black & white.
      • 4 Years Ago
      wonder what the germans do..
      • 4 Years Ago
      What everyone seems to miss is the fact that with that many cars hooked to the crane, it would've toppled over.
        • 4 Years Ago
        Yes, I'm sure they never bothered to bolt down the crane. Seriously?
      • 4 Years Ago
      OMG I cracked up when he said the "Master Painter"!! So childish of me
        • 4 Years Ago
        I was like, they have extremely experienced humans paint all of their cars, NO WAY!!!

        Yup just robots.

        Other than that it was really quite cool.
      • 4 Years Ago
      I bet BMW and Benz do the same and more with their cars..
        • 4 Years Ago
        So I'm not taking a side here, I just have a question:

        Do you folks who down-vote comments like Chase' do it because you think a group of Mercedes will fall apart, or because you hate his tongue-in-cheek commentary about how this commercial isn't that impressive?

        Or both?

        Just wondering, because I'm guessing a lot of $35-40,000+ luxo cars can do what this commercial did. Maybe I'm wrong, and if so I apologize.
        • 4 Years Ago
        suck on that..its not just about the damn chasis of the car either and thats y they remain #1
        • 4 Years Ago
        I'm pretty sure most people are rating him down because he's just talking out of his ass and claiming that other manufacturers do *more* than Lexus with zero evidence. Suggesting that this isn't impressive because other manufacturers "do the same and more" would be acceptable if you actually showed that this is the case, but he's basically posting total BS.
        • 4 Years Ago
        Thanks for clarifying.

        I thought it was widely known that Lexus offers the same type of stuff as BMW or Merc, but for less money. Guess I was wrong. =P
      • 4 Years Ago
      This is actually pretty cool!
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