How do you sell a boring old hybrid as a sexy speed machine? Easy! Demonstrate it! Which is precisely what Saatchi & Saatchi Italy did when they invited people to take a ride in the new Lexus GS Hybrid, and checking that their heartbeats wouldn't go past 120 BPMs. Taped up with electrodes, the passengers don't seem to mind the speedy race-car ride around the track, in fact some of the scared squeals sound downright delighted and the bald guy in a baseball shirt gives the driver a look as if he just fell in love at 1:38. Despite some passengers doing their best trying to keep cool behind their sunglasses, all of them clocked BPMs far higher than 120. Did the brunette at the end call the driver a macaco (monkey)? Either way, she seems to have forgiven him with that pat on the arm later.
Ad agency. Saatchi & Saatchi Italy