Feature Flick: Ram, Ford, and Lexus Capitalize On Swimsuit Issue

Sports Illustrated’s Swimsuit Issue is something of an annual staple, but it seems a few automakers are now jumping onto the bikini-clad bandwagon. Ram just released a new commercial showing off the up-coming Ram 1500 Limited and a sultry swimsuit model, Ford sneaking a mystery bikini-clad model into a new 2013 Mustang advertisement, and Lexus went so far as to create an app that allows you to race around an SI model’s body in a new gaming app.

Ram’s new commercial, dubbed “The Dark Side Emerges,” is staged on the black sand beaches of Hawaii, and features swimsuit models decked out in black to look like Bond Girls. Why the all-black motif? It mirrors the exterior treatment applied to the 2012 Ram Laramie Limited, which debuted earlier this month at the Chicago auto show. In the accompanying “making of” video, an off-camera voice describes the Ram Laramie Limited as a, “darker version of what we’re used to from Ram.” Well, it’s certainly a little more luxurious version of what we’re used to from Ram, at the very least.

Ram’s not the only automaker jumping on the swimsuit issue bandwagon. Ford ran a full spread featuring a model named “Dalena Henriques” and the 2013 Mustang GT in Sports Illustrated’s Swimsuit Issue. Typical, right? In reality, it’s actually a bit more clever: the ad (seen below in the gallery) prominently features the 2013 Mustang GT, and the bikini-clad “Ms. Henriques” is actually cut off. AdWeek was curious about this mystery model, and broke out the Google machine. The result? Just one website called that instead of having more information on the model, features prominent photos of the 2013 Mustang, with “Dalena” cut off in every shot. Clever, Ford.

Lexus has taken a more interactive shot at mooching off the swimsuit issue. Lexus has just released a two new iPhone apps were you can race around model Tori Praver’s body in a 2013 Lexus GS. In conjunction with the new app Lexus also released a behind-the-scenes video of how the app came to be.

You can check out the Ram ad, and the behind the scenes making-of video here:

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To see “Dalena’s” Mustang-laden webpage, click here.

To see Lexus’ “Tori 500” app, click here. The making-of video is below.

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Source: YouTube, AdWeek, Lexus