Lexus Films So Desperate

I’ve been watching Tiger Woods play the U.S. open on 1 leg and kick some serious ass. Throughout the Open Lexus has been running commercials promoting their full line of vehicles. These commercials introduce us to 4 professional golfers, who all have pithy nicknames, and ultimately ask the watcher/consumer to visit MyOwnPursuit.com to see the full film.

Given that Lexus competes directly against BMW, I found it sad and a little pathetic that they are essentially copying BMW’s playbook from about 8 years ago. If you remember BMW launched a revolutionary campaign called BMW Films that featured James Brown, Madonna, and others.

Not only were the ads from Lexus boring and not create any reason for me to go to the site, they failed to leverage search engine marketing. Let’s assume I didn’t remember the URL, well surely the ad would be so amazing that I’d at least remember the content. Well go to Google and search for Lexus Films, or Lexus Annika, or Lexus U.S. Video, etc. you’ll get nothing except ads for that drive you to Lexus.com. This would be ok, except for the fact they aren’t featuring the ads nor the “film” on the home page.

Oh and their site doesn’t load the home page feature area in Safari. Good job guys.

Priceless.

Ash

Check out it:

I was extremely amused by the way this ad pokes fun at auto commercials, which repeatedly feature the interior features, off-roading capabilities, sound system, etc. While initially entertained, I was ultimately let down for two reasons:

First, finding out the ad was for a Kia was naturally disappointing because I do not I believe Kia will ever fit into the luxury car category nor does the commercial make me believe so. Additionally, I am not a Kia person, and the commercial doesn’t come anywhere near breaking the brand into my own consideration set for that matter.

Second, I couldn’t help but relate the commercial to the fantastic Cadillac CTS commercial: http://www.youtube.com/watch?v=jkEw1rsBUak The Cadillac commercial points out that your car isn’t just about its features, but ultimately about how your car makes you feel (As its tagline so eloquently puts it: “When you turn your car on, does it return the favor?”). I’m curious as to whether or not Kia try to recreate this brilliant call out in their own words. Either way they failed to recognize that they are Kia and that the “luxury” positioning just won’t work for them.

Interesting.
Ash

Check out it:

I was extremely amused by the way this ad pokes fun at auto commercials, which repeatedly feature the interior features, off-roading capabilities, sound system, etc. While initially entertained, I was ultimately let down for two reasons:

First, finding out the ad was for a Kia was naturally disappointing because I do not I believe Kia will ever fit into the luxury car category nor does the commercial make me believe so. Additionally, I am not a Kia person, and the commercial doesn’t come anywhere near breaking the brand into my own consideration set for that matter.

Second, I couldn’t help but relate the commercial to the fantastic Cadillac CTS commercial: http://www.youtube.com/watch?v=jkEw1rsBUak The Cadillac commercial points out that your car isn’t just about its features, but ultimately about how your car makes you feel (As its tagline so eloquently puts it: “When you turn your car on, does it return the favor?”). I’m curious as to whether or not Kia try to recreate this brilliant call out in their own words. Either way they failed to recognize that they are Kia and that the “luxury” positioning just won’t work for them.

Interesting.
Ash

The “Check it out” link didn’t show up? See below:

http://adage.com/article?article_id=127967
Ash

The “Check it out” link didn’t show up? See below:

http://adage.com/article?article_id=127967