Lexus "Chains" TV Ad Shows Off Vehicles' Tensile Strength

Lexus keeps pushing the bounds of relevance with their ad campaigns. Cars shattering wine glasses, playing instruments etc. Their newest ad apparently has received such a confused reaction they felt the need to send out a press release explaining it.

The release focuses on the Lexus ad “Chain” which features five Lexus cars, Lexii, attached together and suspended from a crane. An LFA parks underneath them and the driver walks away. “It isn’t enough to just say that we pursue perfection, we want to demonstrate the great lengths we go to in our pursuit,” states Dave Nordstrom, vice president of marketing for Lexus. “The new broadcast spot allows us to focus on the foundation of our vehicles, the chassis, and show its almost unbelievable strength. In fact, we feared that it would be so unbelievable, we invited a physicist and structural engineer to witness the shoot, to prove that it did, in fact, occur without the use of special effects or computer generated-imagery.”

Whether or not the stunt has any bearing on real-world performance, is unknown. Still, it's mighty entertaining to watch.

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Source: Lexus

It may not have special effects but it appears that in both shots (front and side) the "chain" is actually in front of or off to the side of the LFA. The reflections and foreshortening seem a bit wonky to me. I'm guessing they wanted to prove a point but without having someone directly under the cars should the unexpected failure occur.

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