Lexus IS Hybrid Video Details:
Trace Your Road" finalists selected from Lexus' Facebook fanpage create a track from a touch tablet
Jarno Trulli races the real-time track projected in hanger
Directed by Alan Bibby from LOGAN
Commercial created by Saatchi and visuals by Fake Love
Whether you like it or not hybrid cars will be a big part of the automotive future. Lexus has partnered with Saatchi Italy, Movie Magic International (Milan), Logan LA&NY and Fake Love to develop a revolutionary "Trace Your Road" event to endorse the completely redesigned Lexus IS Hybrid.
10 lucky contest winners selected from the Lexus' Facebook page will design a series of improvised racetracks designed on a touch tablet for Formula 1 driver, Jarno Trulli to race. Lexus sourced a huge aircraft hangar near Rome for the live event and enlisted Alan Bibby from LOGAN to direct the live action segment as well as handle the post VFX. Bibby and an army of cameras were used to develop real-time projections. The finalists rode shotgun with Trulli and traced their racetrack design on a special touch tablet, which casted 22k projections on the hangar floor.
Trulli's driving skills were challenged as he followed the impromptu race track being developed in front of his eyes. Leaving the routes or touching the walls of the hangar resulted in penalties. The end product included amazing hairpins and stunning footage.
"The new Lexus IS Hybrid is a real turning point in terms of design and performance," says Andrea Carlucci, Toyota Marketing and Lexus Director in Italy. "It is unmatched in both areas, and it's a hybrid, which distinctly differentiates the brand from all competitors. The 'Trace Your Road' campaign and experiential event are spectacular examples of how unique this car is."
Saatchi & Saatchi Italy had the duty of creating commercial spots using the collected footage from the special "Trace Your Road" event, while Movie Magic produced the behind-the-scenes documentary. The company Fake Love was responsible for designing the app and generative visuals.
"With this live videogame we have once again created something new, unique and spectacular," said Giuseppe Caiazza, CEO of Saatchi & Saatchi Italy and Head of Automotive Business for Europe. "This work is another important example of how to communicate with different media technologies to maximize the appeal of a brand."
"A masterpiece of technology deserves a test drive at the same level. We wanted this event to be the new "state of the art" as far as performance and driving pleasure are concerned. And we succeeded," said Agostino Toscana - Executive Creative Director for Saatchi & Saatchi Italy.
Sterotypically, hybrids were only driven by the "green" crowd, but this Lexus hybrid breaks that stereotype into pieces. You'll never see anyone drive a hybrid as hard as Trulli did in the video and the slick cement floor helped it slide more dramatically too but it does the job from a marketing standpoint. Move over Toyota Prius there's a new hot hybrid in town in the form of a four-door sports car.