M&C Saatchi creates car with a heartbeat for Lexus to showcase cutting edge technology
Lexus is claiming to have created the world’s first car with a heartbeat, as it connects a car with its driver using technology developed by M&C Saatchi and its innovation lab Tricky Jigsaw.
A Lexus RC F coupe has been adapted with the biometric technology which takes information from a heartbeat monitor connected to the driver and sends it to a control board in the rear of the car. This then prompts electro-luminescent paint to display it in an animated pattern on the car’s panels.
The paint contains phosphorescent substances that emit light particles in response to alternating electrical current and is the product of the US-based company, Lumilor.
https://www.youtube.com/watch?v=Q3N7BOLDR5w
cool idea, 100% funded by M&C not Lexus who wouldn’t invest in it.
“When we got the data back we saw there was a direct correlation between going around a fast corner, putting your foot down and changing gear, and your heart reacting.”
They needed to get data to work that out? Is their whole team a bunch of urban hipsters who commute on fixies? oh and the same result could be replicated in a Camry…..
Huh? What? Why? Can someone explain the point of this?
@noshitsherlock …but Toyota aren’t selling exhilaration or your connection to your cars performance when they sell the Camry, which is why their creative is different.
Is this your first go at talking about marketing?
Marge: “Why all the black?”
Homer: “Why all the pearls? Why all the hair? Why anything?”
I’m interested in this because it’s interesting. And it looks cool.
Well done.
image coating the Lexus head office with this stuff, and submitting the estimate to the product manager ..
THE ONLY MAN MADE OBJECT YOU CAN SEE FROM PLUTO!
@Hank not questioning the positioning of the car, questioning the production investment involved in proving that water is wet.
Lexus would be better served with an agency finding a way to tell a whole bunch of people that this car gets your heart racing, not focused on entertaining an auditorium of industry people at Cannes next year.
@Matty sure, the execution is interesting, but we’re in the business of shifting stuff to punters, not each other.
I’m a fan of this. It’s a unique take on an age old car brief, how do we prove how exhilarating our cars are!
Do this for the 86 launch?
Also, this is a category truth, not a product benefit..
This is fresh, clever, borne from sound insight and is getting Lexus talked about among the young ‘uns everywhere. Job done.
nice innovation – but it’s symbolic not functional and therefore probably quite forgettable.
The benchmark for innovation and exhilaration in a car is Tesla who actually have an ‘insane’ mode button.
It might have got the young ‘uns talking about it but they aren’t the target market.
Neon paint feels very “Pimp my ride” and not at all luxury.
Whilst it is using an innovative paint technology it feels very tech for techs sake.
The insight is nothing more than the bleeding obvious – go fast in a car on a track, heart rate rises.
“Blown up around 100 inverters” I love reading these quotes. Not only are they total bollocks [Edited under Mumbrella’s comment moderation policy]