Such is the case with this latest iteration using the subtheme, "Engineering Amazing."
The spot uses the stacked glass vessels as a subtle reference to the original launch commercial and shatters the wall of glass to signal that Lexus is ready for a new era. Just what that era is, who knows, but apparently "Lexus Hybrid Drive Technology" will be at the center of it.
I may be able to quibble with the lack of specificity in this spot. What I can't argue with is the consistency.
While BMW has dabbled with Joy and Mercedes Benz walked away from its engineering position for a while, Lexus is a strong brand today because they've found a meaningful benefit in the luxury car space – perfection – and owned it since 1989.
And in an era when automotive advertising campaigns live about as long as the average fruit fly, that is truly amazing.