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Week 3 Post: Lexus Locks Themselves Into The Future

 

 
NX Sustain "Future Proof" | Lexus 



This commercial is my pick for my week three blog post. I think it connects to both chapters 5 and 6 well. This ad features a man driving his Lexus as futuristic technology that is believed to be the future, fails to due its basic operations. In one scene a robot delivery service is stuck in a pothole and in another scene, a robot crashes into a street light, both of which cause traffic jams and problems for the other drivers but not the man driving his Lexus thanks to the Lexus’s good mix technological advancements and a human in control over the technology. This ad does a good job connecting with the members of society, like myself, who think that technology is evolving into a scary Terminator-like reality where robots and technology will have too much pull and control over humans while also showcasing the product in a way that tech lovers could appreciate. 

In Chapters 5 and 6, we learn about the importance of vendors and the 3 different types of markets; industrial, reseller, and gov’t. We also learned about how consumers become loyal to products they really like or admire. They make purchases based on what suits their needs, as well as friends, family, and other loved ones or those that are important to them. Consumers also balance their purchases with risk and reward which I think this ad plays into well. It shows the possible risks of futuristic technology and how if this is the future, the importance of being able to get away from these risky situations, which would be the reward. Another example of their risk and reward is someone may think something along the lines of, “Lexus is a really expensive car brand but if that is the future, I need to set myself up for success and not have a car that will be controlled by robots or technology but that I’ll have control over, for my safety. Yeah, I think it’s worth the investment for my safety.” This plays into another key marketing strategy, playing into psychology such as their basic needs. Someone might also be thinking, “Wow, what cool tech advances and that’s a nice lookin’ ride, yeah I’d be into that”, connecting to those who see it as a personal or prestige need. This commercial does well using future projection, and human psychology, as well as showing possible new consumers what sets them apart from the crowd while also appealing to repeat customers by reassuring them that they’ll be there for them in those risky situations. 


Source: 

Lexus. “NX Sustain ‘Future Proof’ | Lexus.” YouTube, YouTube, 4 Jan. 2024, www.youtube.com/watch?v=Ugd7jtzYywc. 






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