Don't Call it a Dummy - The Lexus Crash Test Genius Lives Up to Its Name

New Lexus campaign reinforces the automaker's determination to define the future, today

Sep 08, 2011, 17:26 ET from Lexus

TORRANCE, Calif., Sept. 7, 2011 /PRNewswire/ -- The scene opens in a dark room. A human form constructed of 119 points of light moves through space as if it is riding in an invisible vehicle. Suddenly, a more vibrant, detailed human form, with bones, muscles and organs constructed from 2,000,000 points of light, comes in to view, traveling toward the first figure. The two forms collide. Viewed in slow motion, we see that there is no comparison between an ordinary crash test dummy and a Lexus crash test genius in the throes of an accident.  

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In a new marketing campaign debuting today, Lexus continues to demonstrate its commitment to "Engineering Amazing" by showcasing its pursuit of developing technology for the future. The new commercial is a continuation of the advertising campaign that debuted in June, which highlighted the Lexus Hybrid Drive Technology and Lexus Driving Simulator. The spot, titled "Light," illustrates how the Lexus digital crash test model gives the automaker an exponential leap in understanding how the human body responds to a collision, and the ability to design industry-leading safety technology.

"When a company makes a bold statement such as 'Engineering Amazing' it better be able to back up the message with true examples," says Brian Smith, vice president of marketing for Lexus. "'Light' picks up where our last campaign left off, once more demonstrating how Lexus goes to great lengths to engineer vehicles that we call 'future-forward.'"

"Light" is the latest commercial to offer an inside look at the Lexus brand by highlighting the simulation technology that enables the automaker to build advanced vehicles. By pairing a traditional crash test dummy with a Lexus digital crash test model, the spot illustrates how much more Lexus can learn from the more detailed digital model's response to a collision. The voiceover sums up the automaker's rationale: "When you pursue industry-leading safety, you don't just engineer breakthroughs in simulation technology, you engineer amazing."

In addition to "Light," Lexus will release a behind-the-story video that provides more information on how Lexus utilizes the digital crash test models to give engineers a better understanding of the human body. The broadcast spot debuts on Sept. 7 on cable, cable prime, cable sports and full episode players on ABC, NBC, CBS, FOX and Hulu. Both "Light" and the behind-the-story video will also be available to view on and Print partners include Food & Wine, GOOD, National Geographic, Playbill, Sports Illustrated and Vogue, as well as The New Yorker, Bon Appetit, and Wired on Flipboard for the iPad. Lexus is also running creative with The Daily Beast, Facebook®, Pandora® internet radio, pulse application and Twitter, in addition to sponsoring the YouTube mobile brand channel and Glam Media's GlamMobile. Out-of-home billboards will appear on 28 permanent boards in 11 markets, and Lexus will take over D.C. Gallery Place with three digital units, including a wallscape.

Bringing the Message to Life

In addition to traditional television and print executions, Lexus is deploying digital media extensions to add depth to the "Engineering Amazing" message.

For the first time, Lexus will develop an iAd. The automaker will take advantage of iAd's functionality to create an engaging mobile experience. Consumers can see if they have what it takes to drive an LFA supercar by testing their reaction time, focus and concentration with interactive mini games.  

In keeping with the theme of engineering the future, Lexus is partnering with MSNBC Digital Network to sponsor "The New Tomorrow." The online hub will allow consumers to submit innovative solutions to a solvable problem, "Turn What If? Into What Is." The person(s) with the best solution will have a chance to attend the renowned Startup Weekend, where they will have the chance to turn their winning idea into reality. Consumers can begin submitting ideas on Sept. 14, and the winning idea will be announced on Nov. 17.

For more information on how Lexus is engineering amazing, visit

About Lexus

Since its debut in 1989, Lexus has earned a reputation for high-quality products and exemplary customer service from its 229 dealers. Lexus is the luxury hybrid leader, offering five hybrids that provide the best in innovative technology and first-class luxury. When it began, Lexus offered two models of vehicles. Now, more than 20 years later, Lexus offers variations of 10 vehicles, from the sporty CT 200h hybrid to the V10 supercar, the LFA.