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Tuesday, March 27, 2012

Is sex coming back to car advertising in North America Part II, it's already here!

I can understand a newcomer like Kia showing some skin to sell cars to a younger audience, but Lexus? The gray hair Glen Abbey Golf Club brand? And not just some skin, like a sexy model with a body-hugging dress. No, they created a whole advertising campaign around a swimsuit model!

Lexus teamed up with Sports Illustrated Swimsuit and became their Official Automotive Marketing partner. Lexus fashioned a comprehensive campaign called TORI 500, featuring an actual racetrack in the shape of swimsuit model Tori Praver’s body. They even have a camera app on Lexus.com and iTunes that allows people to place the swimsuit model into their own photos with the click of a button.

Race car driver Scott Pruett and top stunt driver Greg Tracy shot a behind-the-scenes video (click on the title to see the video) with the hot bodied model Tori getting very excited in the passenger seat, while the boys toss and slide the new 2013 Lexus GS 350 around the track.

“What better way to help introduce the bold new face of Lexus the all-new GS, than with a bold new campaign featuring a Sports Illustrated Swimsuit model?” said Brian Smith, Lexus vice president of marketing. “With the new GS, there’s no going back for Lexus. Instead of just looking at the pictures, consumers can share in the fun through our many campaign components, including having Tori appear in their own photos.”

What better way you ask? How about focusing on the car’s outstanding design and performance? As good as the whole project is, it still reeks of sexism. So there, there is my outrage, the moral judgment and the condemning verdict.

But….I just love the car. It looks and feels great and goes like stink. I wouldn’t mind fixing Tori a quick breakfast before she goes on her next photo shoot either, if you know what I mean. There, I’m just a man after all. Just shoot me.

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