Thursday, March 15, 2012

2013 Lexus GS “Resistance – Safety” Ad

This commercial for the Lexus GS shows a bunch of outdated technology being pulled into a black hole of the past, or something. But because the Lexus is a car, it can drive away from the force pulling at it. (Good thing it’s on a surface! In space, it might just get sucked in like everything else!) But I’m a little bit surprised by the set-up of this commercial, because they say it’s for the 2013 Lexus GS, but it’s way back with way older technology, and it has to in fact avoid other older technology in order not to wreck into it on its escape path. Does this car use so much old technology that we don’t know about that it finds itself in this spot in the defunct technology scrapheap, or aren’t these things arranged in chronological, or technological, order? It kinda seems to me like it would be more effective at communicating its message of being so futuristic if it weren’t so far back in this hierarchy that it had to avoid old technology like 1960s satellites, Superman-era phone booths, tape-run computer modules, and such in its escape trajectory. But maybe that’s just me.

But hey, cars are way older than all of those things, right? So maybe for all its new technology, being a car still puts it way back in the technological evolution rankings, and as such, they’re just being honest about it. But it does make it seem like it must have drum brakes and a carburetor and stuff like that when it’s put behind an old-style phone booth. But you know, it is still running on the same fuel source (gasoline) as cars have been doing for over a century at this point, so when you consider that, it really is kind of a dinosaur, isn’t it? (And it runs on dinosaurs, too!) But I might not have remembered that if it wasn’t shown to be so far behind so many outdated technologies in this scenario. Oh, well: at least it handles well enough not to hit any of them. (But if you do hit one, remember: “it isn’t real performance unless it’s wielded with precision”, which means it’s your fault for not wielding it with enough precision.)

Here’s the safely speeding spot: