Lexus Goes Retro with New ‘Crystal Gauntlet’ Ad (Video)
https://www.youtube.com/watch?v=Py7heUzAnVI&feature=youtu.be
Lexus ushers in a new era of performance with less-than-subtle nod towards its past.
Retro is always cool. And when you’re Lexus, bringing up the past is always a good idea. Especially when it’s in reference to one of the greatest commercials ever made by an automobile company. Or any other sort of company, really. And the past is exactly what Lexus channels in their latest spot, dubbed “The Crystal Gauntlet.”
Obviously, everyone remembers the legendary TV spot that introduced the LS 400 to the masses. It quite literally took the world by storm, placing all other luxury automakers on notice. And, of course, the LS went on to live up to the lofty expectations set forth in the commercial as a true benchmark for quality.
Years later, Lexus revisited the idea in a fun and impressive new way. When the LFA supercar debuted in 2010, it was a huge departure from anything the automaker had ever produced. And to prove that point, this commercial focuses on the more brutal qualities of the LFA’s high revving V10.
This time around, there’s no broken glass, but there is a lot of rather precise drifting. A trio of new, high performance Lexus machines take turns dancing an intricate ballet between stacks of Baccarat crystal. The message here is that the latest series of performance Lexus vehicles will take you straight to the edge, but never over it.
Makes a lot of sense when you think about it. The LC and F lineup are designed not to beat everyone else around the Nuburgring, but to present a spirited and enjoyable driving experience. One that, unlike a lot of cars, you can enjoy in places outside of the race track. And what better way to bring that message to the world than with some fine crystal?
