Lighter side of branding | Leaving obsolete technology in the dust

I love the opening scene in this TVC for the 2013 Lexus GS, where it shows all the obsolete technology of the past, including: a gargantuan-sized mobile phone (remember that brick phone? And it was bloody expensive too!); a Sony Walkman (remember that old hot item?); and a turntable. and the voice over says: “Technology accelerates at a relentless pace, anything not moving forward is moving backward.. There’s no looking back.”

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“This vehicle has come farther, faster than any other vehicle we’ve developed, and is the first to wear the new design face of Lexus,” said Brian Smith, Lexus vice president of marketing. “With the GS, we’re redefining our place in the industry, as well as in drivers’ minds. Our marketing campaign has to do the same, and it’s supported by one of the largest media buys in the history of the company.” There’s No Going Back Each of the four television commercials featured in the campaign reinforce the notion that once you rewrite the rules of your industry, “There’s no going back.” Two spots titled, “Resistance,” highlight the cutting-edge technology features available in the new GS. On a moonlit night, objects from technology’s past, including a telephone booth, turntable, and typewriter, begin to slide along a desolate road, as if pulled by a mysterious force. The GS begins to get pulled back as well, but the car fights the force and breaks free…

About dianhasan

Brand Storyteller, Travel Writer, Speaker, Creative Writer & Thinker - avid observer of randomness in everyday life - Sustainable Business, Eco Matters, Sustainable Urban Issues, Architecture, Heritage Conservation, Innovation & Brand-Strategy, Cross-Cultural Communications, Travel, Tourism & Lifestyle.
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