- The Trace Your Road video, starring the 2014 Lexus IS Hybrid, topped more than a million views on YouTube in just 10 days.
- The spot combines a former F1 driver, an aircraft hangar and 10 Lexus Facebook fans who control the racer's path.
- The spot is a life-size, augmented-reality video game.
ROME — A Lexus video that features the 2014 Lexus IS Hybrid in real and virtual worlds has gone viral.
The Trace Your Road video topped more than a million views on YouTube in just 10 days. The ad is called "daring on many levels and a little dangerous, actually," by MediaBistro.com.
The Japanese automaker started by choosing 10 fans from its Facebook page. Lexus then had contestants head over to an aircraft hangar and ride shotgun with former Formula 1 driver Jarno Trulli and essentially create their own racetrack for him to follow.
The passengers used a tablet to trace an improvised track that was immediately projected on the floor of the hangar. Trulli had to follow the path they created on the spot and attempt to make it to the finish line without veering off the course — as fast as possible.
"Trulli's expert driving skills were put to the test as he attempted to follow the spontaneous, real-time paths," said Saatchi & Saatchi Italy, the creator of the commercial, in a statement. "Penalties were assessed for leaving the projected routes and for touching the walls of the hangar. The results included spectacular hairpin turns, stunning footage and, luckily, no accidents."
The ad agency collaborated with Logan, Movie Magic and Fake Love on the advertisement.
The Lexus IS hybrid is for sale in Europe only. No word yet on whether it will make it to the U.S.
Edmunds says: An interesting "tracetrack" idea from Lexus that is giving the 2014 IS Hybrid — and the brand — some solid exposure.