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by Tim Beissmann

The latest advertising campaign from Lexus in the US is themed ‘The Hard Way’.

Its contention is that Lexus vehicles are not just thrown together, but designed and built to a standard that requires significant engineering skill and attention to detail.

The most striking of the new television commercials is one simply called ‘Chain’.

The concept starts with a $200,000-plus Lexus LS luxury sedan suspended from a crane. An interesting spectacle in itself.

Then – true to the ‘hard way’ ethos – an RX, GS, ES and IS are connected to it, supported only by strength of the LS’s chassis. The combined weight of those vehicles is more than 9.5 tonnes.

Finally, a $375,000 Lexus LF-A supercar was parked beneath the chain, just for good measure.

Before potentially destroying $1 million worth of metal (and its reputation in the process), Lexus tested the LS and found its chassis could actually hold more than 13.1 tonnes. Given the breathing space, we think Lexus should have thrown an LX570 on the end of the chain to show what the LS was really capable of.

Lexus produced a short behind-the-scenes ‘making of’ documentary for the Chain advertisement, which was filmed over three days with no changes to the vehicles. It goes for a little more than five minutes, but if you want to skip straight to the ad, it starts at 4:40.




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