Lexus, Sinatra share same vision: 'the best is yet to come'

Lexus has launched an "Engineering Amazing" advertising and marketing campaign to plant the seed with potential new-car buyers that "the best is yet to come" for the luxury marque. The new Lexus campaign runs past Christmas and into 2012.

“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 came with the recent unveiling of our LF-Gh hybrid concept car.”

The vehicle, Nordstrom says, embodies a future Lexus that is "bold, aggressive and evolved."

The “Engineering Amazing" campaign demonstrates how Lexus engineering goes beyond solutions that simply improve things to solutions that change the conversation, according to a statement from Lexus. Viewers see how using extreme foresight and anticipation produces technology that will be relevant not just today but as far ahead as 30 years.

The campaign, which runs through January, is emotional and exuberant, using strong colors and rich photography. Dramatic angles and lighting sculpt the sheet metal with light and contrast and find interest in every curve, combining the classic qualities of Lexus with a new vigor and passion.

The commercials focus on hybrid technology and drivers. A Lexus statement describes the commercials:


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