The Engineering Amazing campaign was developed at Team One USA.
Lexus is continuing the Engineering Amazing advertising campaign with “Light”, a television commercial featuring the automotive brand’s digital crash test model technology. The scene opens in a dark room. A human form constructed of 119 points of light moves through space as if it is riding in an invisible vehicle. Suddenly, a more vibrant, detailed human form, with bones, muscles and organs constructed from 2,000,000 points of light, comes in to view, traveling toward the first figure. The two forms collide. Viewed in slow motion, we see that there is no comparison between an ordinary crash test dummy and a Lexus crash test genius in the throes of an accident. The spot illustrates how the Lexus digital crash test model gives the automaker an exponential leap in understanding how the human body responds to a collision, and the ability to design industry-leading safety technology.