Lexus is pulling out all the stops to promote its new hybrid hatchback – the CT 200h. Making the car look like a star is vital in creating appeal, and with the Dark Ride viral ad campaign, Lexus follows the footsteps of Audi and famously BMW with its “The Hire” series of short films featuring celebs like Madonna and Clive Owen. No human stars for Lexus though; the car is the only star.
“With ‘Dark Ride’ we are creating a unique virtual test drive opportunity so consumers can experience this hybrid, that is like no other, months before it is available at dealerships in early 2011. In it, consumers play a co-starring role as the fun-to-drive Lexus CT 200h is put through its paces. By guiding the driver and the CT through a series of adventures, customers will be exposed to ‘The Darker Side of Green,’ which is completely different than the way hybrids are usually portrayed,” explains Lexus marketing VP Dave Nordstrom.
Based on the LF-Ch concept, the much toned down CT 200h is a Golf sized five-door hatch powered by a 1.8-litre VVT-i petrol engine with an electric motor.
Click here for more info and images.
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eh.. the driver seems familiar.. he was never in big huge movie… but i have seem him in some british films before…
cool cant wait for this…i used to watch bmw’s short films…
Impressive.. NOT!
Looks lame.
dark ride….
errrrr…
k-night rider
lexus….hah as interesting as custard pudding.
No output detail on the car, front wheel drive, hybrid system, stock front end seems a bit dull, but the video quality very good.
Guess they are trying to give new hybrid a little more sporty feel by filming it in action. But whether or not it is fun to drive, gotta need more details. Paddle shift? Dual clutch? Fuel engine plus electronic motor over 200bhp? Or?
It’s basically a Toyota Auris Hybrid given an
upmarket treatment.
wow….i can’t believe tony will be alive at last….
yeah…i think the driver is sean bean (ronin)
waaaa….
mimic NFS: UNDERCOVER
:D
“Bring the car in 1 piece”
^^