Groundbreaking Lexus LC 500 ‘Test Drive’ Ad Hits Theaters
Lexus LC 500 cinema ad is the first to use amazing new Dolby Atmos technology.
Lexus blew more than a few minds at the 2016 SEMA show when they debuted the “Immersive Sonic Challenge.” Essentially a box sporting 9.1 surround sound, the ad allowed attendees to experience a virtual audio “test drive” of the new LC 500. But now, Lexus is bringing that experience to an entirely new level, according to Film Journal International.
Now moviegoers will be able to enjoy this amazing experience while munching on some overly buttered popcorn. Select Spotlight Cinema Networks theaters equipped with Dolby Atmos technology will play the 107 second spot beginning May 5th. The Lexus ad is the first in the U.S. to use Dolby Amos, which allows sounds to be placed anywhere in a theater.
The result of these strategically placed sounds is the feeling that you’re actually inside the experience. Not just listening to it. This level of precision sound essentially turns the ad into a virtual audio test drive. At one point in the commercial, the sounds of the LC 500 doing a donut make listeners feel like they’re standing on a race track with the car moving around them.
The ad is creative storytelling at its best, especially considering that it’s purely sound with no video. It’s the sort of thing that Lexus is known for, and something that their sophisticated audience appreciates. After all, the luxury automaker forged a reputation through clever advertisements. And the Immersive Sonic Challenge just represents the next in many innovative spots to come.
