I don't like this commercial:


Every time I see it, it makes the Lexus brand feel cheap, like a bad 90's Drakkar Noir commercial (as if there was a good one). All other Lexus commercials are great, but this one lands like a lead balloon. Does anyone else feel that way?

 

I love it. Temptation comes in many heart pounding forms but only one letter.. F !

 

That makes me think of this....

 

The only thing I don't like is the sound of the voiceover

 

Precisely, that and the people are overacting just a bit.

 

^ This ^

Hmm, how do I say this.. ok, the voiceover doesn't match the impression the commercial should be giving. That's the most PC way I can put it.

 

Very bad commercial.

 

An outstanding commercial.

I don't think people realize how important younger buyers are to Lexus, the older buyers are there bit the younger ones are what Lexus had to attract going forward.

 

You have a good point. I don't care for it, either. A car should sell on its own merits, not on whether a couple decide to have intimacies in public or how young and brash people are who riding in the back seat.

 

Contrast this commercial to any of the December to Remember spots, and the problem is clear. The December to Remember commercials just genuinely make me happy, the voiceover, the imagery, the fantasy world aspect of the commercial's "reality." It's all pleasant, and makes one proud to be aligned with the product. Even the more mundane ones like the AWD system spot, or the Command Performance Sales Event all have more drive and genuinely kinetic energy than this "F" spot.

Other have mentioned the voice imaging in this spot. The problem is that it is the complete opposite of the majority of the commercials. The regular spots (with Maurice LaMarche) have an air of intelligence, sophistication, authority, and command of the product that make you want to pay attention and listen...

Here we have this woman trying to be something that sounds sexy, while we watch what looks to be awkward cutscenes from a Telenovela.

If the "F" brand is meant to signify the elite of Lexus, then this commercial does not convey that message AT ALL, and it's a shame to see such beautiful cars cheapened by such a poorly thought out ad.

 

I get the concept, but it was poorly executed, I do not like the cheesy-ness of the shots, I hope they get a new firm for future shoots.

 

I get goose bumps every time I see this, I want this feeling from MY own ads when we market our companies, this is the feeling I want when I see a Lexus F ad and I do not mean race inspired, I am talking about what the brand image projects, what it makes you feel, how it makes you want to be apart of \ associated with the brand.

 

QFT. they promote 4 of the 7 deadly sins great image.

 

i personally like it.

 

good analysis - my big complaint about lexus ads for the last few years is the jarring inconsistencies - they're all over the map. contrast this with the stunningly consistent and breathtakingly great ads lexus had for the first few years...