Our capital city was the setting of one of the more striking car advertisements of the year, thanks to Lexus. The one-minute commercial, titled “Strobe”, depicts “an illuminated man’s journey across a city at night.”
Or, rather, several men – a group of acrobats and stuntmen were suspended across some of Kuala Lumpur’s tallest buildings, wearing custom-made LED light suits that were lit up in succession to create a stroboscopic effect. As seen in the video, this creates the illusion of a “Lightman” leaping and jumping across the city skyline, ending with a Lexus RC F lighting up. Computer Magic’s song “Running” was the soundtrack.
The ad was created by CHI & Partners London and was directed by commercials and music video director Adam Berg. 40 engineers from Thailand came together to erect and control the large-scale rigging from which the acrobats were suspended.
The light suits, designed by Hollywood costume designer Vin Burnham and special effects designer Adam Wright, took six weeks to build. Each suit contains 1,680 wirelessly-controlled LED lights and was inspired by Lexus’ current design cues such as the spindle grille and the RC F’s LED headlights.
“Strobe”, which will run globally across TV, cinema, print, outdoor, digital and social media, is the third project in the “Amazing In Motion” series. The other two, “Steps” and “Swarm” also toyed with the concept of roaming around a city, the former with two 11-foot puppets, the latter with swarms (hah!) of quadcopters.
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Pardon me for saying this but im sick and tired to see the always usual manufacturers like Lexus,Toyota,Honda,BMW get huge publicity..Asean should import more brands like US Dodge,Lincoln,Cadillac,Czech Skoda,Russian Lada,Marussia,Holden etc for variaties..
Skoda may be logic, but those American full-size (E-segment?) fuel guzzler cars don’t have mass appeal here in Malaysia. GM already had Chevy brand here despite not truly American, and Chrysler is about to bring the refreshed Jeep Cherokee. In East Asian markets, American are not well accepted for its big sized luxury cars (in Middle East, yes. Ford Taurus, GMC, Cadillac Escalade have mass appeal there etc.)
Haha, stuck in the traffic jam with these fuel guzzler big size cars with turning radius > 6m?
The reliable are no way close to Toyota/Lexus/Mercedes.
The spare part will cost you a fortune.
Government increase the fuel price a little then you will be crying.
There are reasons why these cars are not available here.
I feel bias but I’ll say it…..I dont find bar Cadillac, any american brands to have elegence and sophistication feel that deserve such publicity. Judging purely from the Super Bowl, American brand often tend to exudes a loud and bombastic unique to themself, MURICA!!! F*** YEA!! kind of image. Just look at the teaser they gave for the Camero ZL1, 2014 Corvette Stingray and very recently the rock-music heavy Dodge Chellenger Hellcat. It may be pleasing for the Americans, but for Europeans and to an extand Asian, its ghastly, unrefine and un-sophisticated. And to the point of importing them, seriously? In America itself, their brands perceive a same footing as Japanese and Korean brand in quality and refinememt. Varieties is good, but thats just spoiled for choice.
Skoda and Seat is a shadow of Volkswagen and VW do make such huge publicity. The Koreans are masters when it comes to HUGE publicity, the king of marketings, just look at the amount of advert, commercial and sponsers Hyundai-Kia does. Other than that Holden is closing down, Marussia is non-existence and Lada? Seriously?
Holden is, for the most part, the Australian face of Chevrolet and we have them here. I also beg to differ about Cadillac being elegant and sophisticated, in terms of design, at least. In comparison with the Japanese, Germans and even Koreans, they look rather outdated (when shopping for luxury vehicles, looks play an important part, no?). I think they’ll have trouble convincing people to choose them over even Lexus, not to mention the Luxury Trio which they will most certainly go against.
>80% of people in Malaysia or maybe in the world only interested in Lexus,Toyota,Honda,BMW. There is no need and not wise for the car journalist to concentrate on other brands.
Customers pay for all these promotions factored into the premium pricing.
They’d be happy to spend your money to enhance THEIR brands, as long as their customers perceive corresponding virtual value in being ASSOCIATED with them.
Intially, I thought the strobe men were to climb part of the KLCC instead of the shorter surrounding buildings. Nevertheless, looks cool & original, like their GS ‘hypnotize’ advertisement.
Perhaps the strobe acrobatic men should go inside the new infamous KL landmark: the Pudu-Imbi sinkhole… Hehe.
here’s behind the scene video http://www.youtube.com/watch?v=4Ke_nlon_Tc
on a more positive note, beautiful city i must say, proud of the city but still the country needs reformation, our potential is limitless if it weren’t held back by politics
Why not reform yourself first or just get lost…and tell all your friends who like to complaint to get lost as well…and remember too much complaints is not good for health…you will be depressed to death…as a way out migrate to other countries…if you think they are greener than this beautiful Malaysia…di sini lahirnya sebuah cinta!
Complaints or valid criticisms?
You’re OK with the country losing billions and billions under UMNO Malays/Malay-Indians/Bugis, MCA Chinese and MIC Indians? Roads collapsing? Mongolian model gets killed? PKFZ RM4.7B? Racial tension? Snatch thefts? Artificially high car prices? Proton re-badging and re-badging even with our 20 years rakyat support? Judge strong evidence on video but it’s “not them”? Mudah lupa ya?
Or just “stop complaining”, keep quiet, be katak dibawah tempurung and ignore all the other countries that’s leapfrogging ahead? Next time we become low-value country, factories move to Thailand/Indonesia, petroleum habis – your kids can go become domestic worker in China, OK?
Whoever marketing team they hired, it is genious,
original.
Looking at the effort they made, not try to take any shortcut i.e CGI should be praised.
Hopefully Lexus also translate this effort to develop other lexus group brand as well.
I had seen a better one – Proton Suprima S.
The advertisement brought us back to 90s, before the 97 economy crisis. Well done Proton!
Kinda dumb. Also, I must LEXUS overdid the lights this time. Oh my eyes.
How much they spent on the ads? Now I know why lexus is so expensive in malaysia. Their customer pay for this ads.
These ads were commissioned by Lexus in Japan, not Lexus Malaysia.
Hahaha… Supply chain rules. You think parent company paid so much for ads will they increase target and their margin on you?
So you think Proton ads are paid by Perodua owners?
RC? Sounds like remote control toy car to me.
This lexus RC-F totally not appealing to me.
Lexus rc200t F sport
Light weight
Good looks
Frugal
Better interior styling and quality against the competition (428i)
And lexus reliability…
That would the one to watch out for in the future..
this ad has 0 things related to the car
Lame….they need better camera work…
Rubbish production..in my opinion
Do you happen to be in the filming sector sir?
I do respect your opinion if you find faults with it but Rubbish? I happen to just recently do an ameature short film with my friends and god it was faaaar from a walk in the park.
The Camera is set up such a way to mask out the unlighted character and focus on the lighted one when he is lighted. Therefore night and dark scene is chosen. The scenes are also shot in unique places where camera is rather inacessable, so planning for this is effingly tricky considering how congested KL is. And mind you, those stuntman are not digitally added into the frame but rather several stuntman as a team danggling from high rise superstructure on just two strings, in fact looking at the BTS there are almost no CGI in this wizardry, everything are done in a good old stuntman-one-try right method.
Rubbish production? As a ameature cameraman, I take that as an insult.
This is just next level cool. Wow.
omg 40 engineers from Thailand erect together for this?
this ads reminds me of infamous second son..