Lexus Breaks the Wall, the Best Is Yet to Come

In a move set to highlight the brand’s aim to producing technology that will be relevant not just today, but decades from now, luxury automaker Lexus has debuted a new advertising campaign, titled “Engineering Amazing.” The first spot that comes as part of this campaign is dubbed “Wall” and shows how Lexus has designed technology that will work with whatever the future holds.

Lexus thus aims to deliver on the promise to go beyond predicting the future to inventing it—to transcend from amazing engineering to “Engineering Amazing.”

The ad starts with hundreds of glass beakers stacked one on top of the next, containing every imaginable fuel source—from hydrogen to ethanol, natural gas and algae oil—to form a huge wall. Then we see a Lexus LS 600h hybrid approaching, accelerating and breaking through that wall, creating a kaleidoscope of glass and liquids.

The voice-over states: “Lexus Hybrid Drive technology is designed to optimize any fuel source on the planet, even those we don’t know about yet.”

A second spot will debut on June 16. Titled ‘Reactions,’ will focus on the advanced Lexus Driving Simulator, and on a driver behind the wheel of an LS. However, we’ll settle with the ‘Wall’ for now, which you can see for yourselves below this article.

“This isn’t just a campaign, it’s a statement that, for Lexus, the best is yet to come,” said Dave Nordstrom, vice president of marketing for Lexus. “It’s not about simply making incremental strides and improvements, but about taking giant leaps in innovation.”

“The first evidence of this,” Nordstrom adds, “came with the recent unveiling of our LF-Gh hybrid concept car.”