Monday, April 9, 2007

Interactive Lexus Experience

Attention and attraction live in very different worlds. A recent Lexus project from Team One in three locations – New York, Los Angeles and San Francisco – neatly demonstrates how. The idea was to focus on the safety features of the Lexus RX 350. An attention seeker would focus on car after car appearing to crash through a storefront window. This Lexus experience, produced by Monster Media, heads to attraction because it is interactive. The effect is triggered by people walking past the window (except in LA because no one ever walks there). As the accident ‘unwinds’ in front of them, the viewers get it: the best accidents are the ones that don’t happen.

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Kempton said...

Hi Kevin,

I've watched the clip four times. The ad is certainly eye-catching but I don't think I like it. And I probably don't want to walk pass it, even the idea is "the best accidents are the ones that don’t happen". In my mind, there is something wrong about a person walking pass a display that triggers an "accident like event". I probably don't want to start my day like that for the few seconds that I walked pass it.

I think Team One does good work. Unfortunately, this one is not my cup of tea. Just my 2 cents and I hope I am not offending the creatives involved in this project.


Allison said...

Hi, I have mixed feelings about this one - the way that it is interactive works for me, great stuff.... the negative aspect of the car crashing didn't work for me at all. Weird, this came to me on the 19th anniversary of my dad's death in a car accident - probably has something to do with the negative apsect. I prefer to have a positive experience and positive imprint left by an advertisement of a great car.