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Lexus Ad Campaign for New Lexus RX 350 'Rewinds' Effects of a Collision in Real Time Review

March 2007
Filed under: LEXUS Car News | LEXUS Headlines


Lexus 2008 RX 350 (Lexus)

TORRANCE, Calif., March 1 /PRNewswire/ -- On the count of six, the buildings start to move. On 13, the car gets a new fender. The pigeons come in on 15, the butterflies on 21, and the miraculous transformation is complete by 24.

It's difficult to change the world in less than 30 seconds but that's exactly what happens in two TV commercials in a new ad campaign from Lexus. The campaign, titled "Actively Safe," highlights the benefits of 14 active safety features offered in the automaker's new 2008 RX 350, Lexus' top-selling vehicle. The spots show what it might look like to "rewind" the effects of an accident. But what's most surprising is how Lexus chose to do this -- or perhaps more accurately, not to do it.
Both spots were filmed entirely in real time, using only one camera, and in a single 30-second shot -- no computer generated images (CGI), cuts or edits. Even the dent repairs were done in real time.

"Because safety is such an emotional topic, we wanted to keep things on a human scale, with real actors moving real sets in real time," says Deborah Meyer, vice president of marketing for Lexus. "It's rare to say this in an era of special effects, but everything you see really happened in one shot."

In one of the spots, titled "Hospital," a boy lays in a hospital bed with a cast on his arm after an accident. Several men and women in white coats enter and begin moving things around the room: a curtain rotates to reveal a boy's bedroom wall with toys and astronomy posters. Medical equipment sinks into the floor as the boy's nightstand and headboard pop up. Floors slide out, cabinets glide in and a solar-system mobile lowers from the ceiling. Before you know it, the boy is snuggling with his teddy bear at home, as if the collision never occurred. Pan to the Lexus RX parked safely in the driveway outside the boy's house.

The second spot, "Hydrant" opens on a city street after an RX is sideswiped. Water from an overturned fireplug erupts in the air. Again, men and women enter and begin altering scenery: building facades are hoisted out of view. The sidewalk itself starts to move. Trees, birds and butterflies come into view. Suddenly, the city has become the country and the Lexus RX 350 is sitting pretty on a bucolic estate.

The Ultimate Race Against Time

The spots may look effortless, but they were anything but. Each one required more than 50 actions to be performed in less than 30 seconds, and the pinpoint accuracy of actors, stagehands, heavy equipment operators and more than a few barnyard animals.

"It was the ultimate race against time," says Nicolai Fugilsig, the Danish-born director. "If someone was half a nanosecond late on their mark, we'd have to do the shot all over again."

The sets began as elaborate dioramas built by production designer Floyd Albee, who trained alongside architect Frank Gehry. But scale models couldn't answer certain questions: How can you make asphalt move? Is anyone strong enough to hoist a stone fountain? What if the boy in the bed drops his bear?

All that was settled during pre-production and a day or two of rehearsal. For "Hydrant," most of the surfaces and moveable objects -- including the "roads" and "masonry" -- were fashioned from fabric or foam so they could be easily maneuvered. A damaged car that gets pushed out of the scene was on unseen rollers. The pigeons that take flight were concealed in an actor's raincoat. The butterflies (400 were used in all) were hidden in a newspaper.

Too bad nothing worked like it did in rehearsal. Even with an assistant director counting out seconds through a bullhorn, actors and crewmembers missed cue after cue. The roads got so waterlogged from the gushing water they were nearly impossible to move by mid-day. An actor who missed a mark got knocked over by the moving car. Pigeons flew away too early and the butterflies refused to fly at all because it was an unseasonably cold day. To make matters worse, shooting had to wrap by 4:30 p.m. to allow the 20 homing pigeons enough daylight to fly home.

"Hospital" created different challenges, mostly having to do with cramming seven actors, a ton of equipment and 27 off-camera "puppeteers" into a tight set and yelling, "Action!" The "doctors" frequently bumped heads, others tripped on hidden wires and one take was spoiled when the "teddy bear wrangler" walked on too soon.

In the end, it took 48 attempts to get the right shot for "Hospital" and a mere 35 for "Hydrant."

And, yes, all those hard-working pigeons made it home before nightfall.

The campaign breaks on March 1 and is scheduled to run on network television, prime time, late night, cable, cable sports, NCAA March Madness tournament, NBC USGA Golf and TiVo.

About the New Lexus RX 350

The 2008 Lexus RX 350 is a luxury SUV that delivers stylish, sporty performance, along with numerous safety features. Many of the vehicle's active safety features work in harmony to help prevent or reduce the severity of certain types of accidents.

For example, Vehicle Stability Control (VSC) works in tandem with Traction Control (TRAC) to sense the onset of a lack of traction in a turn and react immediately. Responding to input from sensors that analyze wheel speed and steering angle, VSC will detect when a wheel may be spinning too fast or too slowly and help apply the right amount of brake to the specific wheel that needs it or reduce the throttle if necessary. It reacts to danger before the driver can. And when it comes to braking, not all Anti-lock Brake Systems (ABS) are the same. The RX's ABS computer-controlled four-channel system pulses all four brakes individually, allowing rear brakes to act efficiently and helping the driver stay in control.

Lexus does not overlook the importance of lighting and visibility. The RX features an available Adaptive Front lighting System (AFS), which takes into consideration vehicle speed and steering-wheel position to allow the headlights to rotate, casting light where the driver needs it most-in the direction they're turning. And when the weather outside isn't cooperating, the available Rain-Sensing Windshield Wipers detect the presence of rain on the windshield and activate the wiper blades at the appropriate speed. Additionally, specially treated windows on the front doors of the RX feature water-repellent glass to repel water and help make it easier for the driver to see.

For additional information on Lexus active safety features, visit www.ActivelySafe.com .

About Lexus

Lexus has become synonymous with luxury since its introduction in 1989. By offering some of the finest quality luxury vehicles and providing benchmark customer service, Lexus has remained the top-selling luxury nameplate in the United States for seven years in a row. Lexus and its 221 dealers have repeatedly achieved high honors for both the products they sell and the customer service they provide.

Source: Lexus

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