The Lexus Heartbeat Car is not risky marketing
In this opinion piece Mumbrella’s Alex Hayes argues Lexus’ new Heartbeat Car stunt will not raise the pulses of ordinary punters.
I have to admit the new ‘world first’ Lexus ‘Heatbeat Car’ leaves me cold.
It comes across as technology for technology’s sake – they could have achieved the same results with CGI.
One person I chatted to about this paint suggested it would have cost more than the car itself ($140,000) just to apply.
the Clever Buoy idea came before the announcement of Tricky Jigsaw ‘lab’
Given Lexus is the master of clutching defeat from the jaws of victory with its cars, the hint of emotion in this ad could be a step in the right direction…
Great article Alex. This Lexus work is baffling! Putting aside all the issues with tech for tech’s sake and the amount of money they wasted, it says nothing about the Lexus brand. There is no reason why this couldn’t have been done with any other car brand – sporty or otherwise. This is a great example of an agency getting carried away by a really cool idea that doesn’t actually serve any brand purpose.
Utterly pointless – Ford has the patent: http://goo.gl/1f1g7u
I like it.
Great reinforcement of a luxury brand’s design, innovation and performance credentials. Certainly better than anything I’ve seen from the three Germans.
I don’t need a car to show my heartbeat but I don’t think this is about that. It’s a simple demonstration of the cars impact on the driver.
It’ll be interesting to see what they do with it…
Thanks for the comments and views guys – I put some questions to Lexus earlier and have updated the piece now with their responses down the bottom of the article.
Cheers,
Alex – editor, Mumbrella
1) Risky doesn’t mean it’s a good idea, and vice versa
2) “it says nothing about the Lexus brand” – it says they’re on the forefront of technology. Something that luxury car brands are all trying to do.
It’s still the most expensive Toyota on the market.
I think it’s a bit of a line in the sand from Lexus “we can do funky, innovative stuff, and we’re willing to do it, which is smart if they’re wanting to change the yak about the brand in the younger demograohic. It will be interesting to watch this space.
Planning insight + creative idea + technology innovation = Gold
Forget to include one of these items (in this instance the creative element) = mehhhh
“Lexi!”
Holden had a similar campaign across the ditch in NZ also called heart racing, sans cooler paint job.
https://www.thinkwithgoogle.com/case-studies/au-holden-barina-youtube-launch.html
For those of us in the industry long enough to remember, around 2000 to 2005 digital agencies were doing a lot of experimentation with new technologies for clients. The large “traditional” agencies bleated about the technology being pointless, it being technology for technologies sake, it not having measurable marketing outcomes etc etc.
Now that the traditional agencies are still playing catchup, they are desperately making the mistakes that digital agencies made TEN YEARS AGO.
Innovation is only worthwhile if it makes things better. Tick Clever Buoy (despite any dubious motivations). This Lexus idea is just a stunt, a cheap expensive stunt. This is not innovation.
Ad agencies aren’t great innovators, which is why we partner with people that are.
Now that Cannes judges are trying to be seen as cutting edge the same ideas that were rejected a decade ago by the advertising establishment are now winning metal. It is all a bit of a joke really. This stunt really is a back to the future kind of idea (no pun intended) and seems to indicate that the large agencies are hypocrites and are not interested in doing the hard work, which is actually selling “stuff.”
For those of you who don’t think this serves any brand purpose, why not think about the dominance Mercedes and BMW have on this market, and how this ad would work up the emotions of someone who may not have previously considered purchasing a Lexus over a BMW or Merc?
Lexus has forever been in the shadows of BMW and Merc when it comes to performance cars; this ad shows that a Lexus is an exciting, exhilarating car while at the same time flexing Lexus’ technological muscle.
For me it’s a great ad and hits the target market incredibly well.
Same idea by Lexus Italia in 2012 And actually way more fun to watch.
https://www.youtube.com/watch?v=Ht-_CxBB-kc
This Lexus work is so much better than the Holden work.
#Fan
The ‘Germans’ have done this thing before, i.e. communicating how exhilarating it is to drive a performance car…albeit without any of the gimmickry or explanatory voice over
https://www.youtube.com/watch?v=tnfL606ewsU
Worked on me. I’m fairly average (some would say below at times…) and I’m in the market for a car in that range.
@ Rob R you obviously have too much money!