Lexus released its Super Bowl ad yesterday and all I can say is, "meh."
There's so much wrong with this spot, I almost don't know where to begin. So let's just start with the fact that it's on the Super Bowl.
I know other luxury manufacturers are there, but other than ego, is there really a reason for niche products to advertise on the only mass media event left on television? There's enough waste in this $4,000,000 buy that it makes a Real Housewives' shopping spree look thrifty.
Then there's the concept. Seen it. Over and over and over and over again. There's absolutely nothing surprising here. What's behind that steel door? Oh, a car. And not just any car, it's a souped up Camry. Oooooh.
The art direction is okay if you liked the lab scene in Jurassic Park.
They should have saved a couple of million bucks, cut their time in half and run their teaser.
At least there is a little intrigue at the end of this version. Maybe, just maybe people would have gone to the web or even visited a dealership to see what was behind the door.