Lexus Advertises 2014 IS Performances Through Real-Life Game

To advertise the 2014 Lexus IS 300h performances, Lexus teamed up with Saatchi & Saatchi Italia and came up with this computer-like game.

The game is a combination between the classic cellphone Snake game and rally driving. Confused? It’s pretty simple:

All you need is a new Lexus IS, 12 projectors, a tablet, a hangar, a powerful software, racing driver and a handy game addict. The racing driver will stay behind the IS’ wheel, while the gamer will ride shotgun and play a Snake-like game on the tablet. The tricky part is that the gamer’s path drawn on the tablet to the next point to reach will be projected on the hangar’s floor. The driver will then have to play the snake’s role and follow the path to collect the points.

So teamwork is the key while the IS provides sharp handling. See the video bellow for the whole action.