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NOW With Video! Lexus is breaking out — pun intended — the glassware again to introduce a campaign that carries the theme “Engineering the impossible.



The TV commercial is part of the campaign, along with print, online and outdoor ads; a commercial for movie theaters to be filmed in 3D; and a presence on the version of Sports Illustrated to appear on the new iPad.

“It’s still the pursuit of perfection,” Dave Nordstrom, vice president for marketing at Lexus, said in an interview by phone on Tuesday, adding the element of “showing the lengths Lexus goes to pursue perfection.”

The wink and nod to the previous commercials will be noticed by “the people who know Lexus,” Mr. Nordstrom said, but that knowledge of Lexus ad history is not needed to enjoy or understand the new spot.

Tell us if you think it is a smart move and if it will advance the brand?

DO they Engineer the Impossible?

What say you, Spies?










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Lexus Replaces 'Pursuit Of Perfection' Tagline With 'Engineering The Impossible'. Smart Move?

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