In “House of Cards,” Lexus showcases its buttery engine and vibration absorbing capabilities with not one but many houses — and towers and turrets and a single Parthenon — of cards.
The mini-monuments are built over and around a jet-black Lexus, with final flourishes added by a concentric figure in jeans and wavy hair — the kind of guy you’d expect might know something about cardplay — just to prove the work is legitimately fragile.
As the narrator sets the stage (“What happens when you take one of the smoothest engines anywhere … and add 88 separate measures to absorb vibrations?”), the engine starts, underscoring the punchline: “Absolutely nothing.”
Point made, the voiceover smugly concludes, “Behind every detail, there’s a detail” — a simmering, fairly elegant tagline, until the last frame invites users to “Watch how it all went down at Lexus.com/cards.”
Wince. Sounds like someone back there thought his puns were all too clever to kill. In general though, that’s the problem with Lexus: its cars are everything the ads can only aspire to be.
Put together by Team One and production firm MLZ.
