It's NFL playoff season, which means that manufacturers are ramping up their advertising in anticipation for The Big Game. While Lexus isn't taking the wraps off a new Superbowl ad this week, it is debuting a new series of spots under the title, "The Hard Way."
All of the commercials are available on the Lexus YouTube channel, or by going to the new microsite Lexus has set up. There, the message is typical Lexus: Our cars are better because we sweat the details.
The newest and most eye-catching ad is called "Chain." In order to demonstrate the strength of its chassis and reinforce its image of superior engineering, a crane lifts an LS 460L into the air using only cables attached to its suspension mounts. Then, four more Lexus vehicles -- an RX, GS, ES and finally an IS -- are attached to the LS, again using only cables, and lifted along with it. As the resulting chain of vehicles is suspended in midair, an LF-A parks beneath them, and the driver confidently gets out and walks away.
It's a neat visual, and Lexus swears up and down that it did the ad without modifying the vehicles in any way -- all were production models with full drivetrains and interiors -- and that no camera tricks were involved in lifting the cars off the ground. To prove the point, there's even a "how they did it" video, which shows them testing the strength of the LS using two heavy-duty tow trucks. A USC physicist and engineer were on hand to validate the authenticity as well.
Is it real? A camera trick? Computer graphics with some strategically paid-off engineers? I think it looks legit, but I'm not so sure you couldn't do the same thing with a few BMWs...or a bunch of Chevy Malibus for that matter. Check it out for yourself, and post your thoughts on it below. In the meantime, I'll bet another Lexus-inspired episode of Mythbusters is in the works.