Lexus RX400h

I must say that the last Lexus TV ad for the RX400h is one of the best automobile TV ads I have ever seen. And although I must congratulate the people who stand behind it, I can not say so for the people who are behind the various web presentations of the product. I have gone through various web presentations of the RX400h and found out that either are not implementing the "file rouge" of the campaign or they are implementing it badly.

Most of them are either not into the campaign (lexus.com) or are implementing the different images in various ways (lexsus uk, lexus.de). But the bottom line is that they are not implementing the idea behind the product. Putting the TV spot ideas (as is) on the web is like playing TV ads on the radio (or vice-versa). I think that a good web presentation should follow the whole campaign but at the same time seize the advantages of the web.

So, I think that the question that should be posed is not how to implement the "ideas energy lines" from the TV spot to the web, but how to implement the innovation and energy combination to the web. And if this is to be creatively near to the TV ad "look and feel" even better. So starting from this point of view it should be easy to find creative ideas about energy combination, energy spreading and innovation (ideas) on the web.

Tag: Lexus, internet advertising