Hasta La Creative!

Lexus wanted to show that the Lexus IS Hybrid is a unique car, so “Trace Your Road”– a collaboration between Saatchi and Saatchi Italy, Logan, Movie Magic and Fake Love,  is a completely different kind of ad.

Whether you call it a “life-size video game,” “real-time and real world video game,”or just a unique experiential event created and filmed with impeccable visual design, “Trace Your Road” is daring on many levels. And a little dangerous, actually.

The event, held July 26th, took place inside a large aircraft carrier near Rome. Ten finalists chosen from applicants on Lexus’ Facebook page (now that’s engagement), sat in the passenger seat while F1 driver Jarno Trulli drove through a course, traced on the spot by those contestants, using a tablet that projected the course onto the floor with the help of a collection of 12-20K and 22K projectors. Contestants were penalized if Trulli drove outside the projected course or touched the walls of the hangar. What resulted was a ton of impressive driving and incredible footage. Oh, and no horrific accidents.

The footage for the television spots — produced by Movie Magic and directed by Logan’s Alan Bibby, with app design and generative visuals by Fake Love — was used in  :15, :30, :60, and 1:20 spots. “Trace Your Road” succeeds as a visually stunning spot that pushes boundaries, utilizes innovative consumer engagement and, perhaps most importantly, makes the Lexus IS Hybrid look like a ton of fun to drive. The behind-the-scenes video, also well worth your time, is featured along with credits after the jump.

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