Published on March 2nd, 2012 | by Gerry Miles0
2013 Lexus GS, Sports Illustrated Swimsuit model show off curves
It’s always been one thing to learn the curves of a race track … for the proper apex and turn-in on the corners.
And it’s always been the smooth, sculpted shapes of any well-designed automotive entry that entice and excite fans of all things automotive.
It’s quite another to blend the curves of a Sports Illustrated swimsuit model with any car – never mind a Lexus – and the new 2013 Lexus GS sport sedan.
Yet that’s what Lexus has done, creating a multi-faceted campaign called TORI 500, showcasing an actual racetrack the automaker created in the shape of Sports Illustrated Swimsuit model Tori Praver’s body.
Campaign elements include:
- iOS app—Available at Lexus.com/tori500 and iTunes, SUPERMODELED is a camera app allowing people to place the swimsuit model into their own photos with the click of a button.
- Behind-The-Scenes Video—Two of the world’s best professional drivers, race car driver Scott Pruett and stunt driver Greg Tracy, compete on the TORI 500 track (to see who wins a victory lap with Tori in the passenger seat, visit: Lexus.com/tori500 or youtube.com/lexus).
- Print and Online Components—Executions appeared in this year’s Sports Illustrated Swimsuit issue and custom tablet integrations featured on iPad, Samsung Galaxy, Xoom and Nook.
- Launch Week Events—Lexus participated in the marquee New York launch event and SI’s two Las Vegas events, SI Swimsuit On Location and Club SI Swimsuit. Additionally, the automaker is the exclusive presenting sponsor of the first-ever, two-day Beauties & Beats Music Festival.
“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.”
This is so much more fun than watching a ball bearing roll down car gutters to show off tolerances, or champagne glasses balance on a running engine, isn’t it?