Lexus Lets The Beat Rock

Lexus and Will.I.Am have collaborated to make a cool laser-music-videogame-marketing… thing

Ever want to play a video game while driving?

Ever bang your fresh beats at full blast through the streets of urban Toronto? Ever turn “Radar Love” up while cruising the Saskatchewan highway? Ever wonder if you could play Guitar Hero or Dance Dance Revolution while slipping across icy winter roads? Well wonder no more! Will.I.Am and Lexus have collaborated to prove that you totally can, all you need is a huge runway, what looks like a multi-million dollar production team, a small city worth of high-powered lights, and a few brand new Lexus SUVs with some sticky tires and professional drivers. Easy, right?

In an attempt to say “We’re not all about hoverboards” the Lexus marketing team has presented the world with a new phase in their Amazing In Motion campaign. Accessing Will.I.Ams production library, and the laser lightshow team Marshmallow Laser Feast (if you’ve been to a Coldplay or U2 show in recent years you’ve experienced their work), the two corporate powerhouses have come together to create an interactive driving music experiment. With the help of some reputable stunt drivers (with resumes including the film Rush), the new Lexus NX is sped over a series of lights projected in time with Will.I.Am’s song #thatPOWER. The end result is basically a real-life version of the video games Dance Dance Revolution or Guitar Hero but with cars, hit the lights at the correct time to continue the song.

Even if you’re not a fan of corporate theatrics it’s a pretty interesting piece of entertainment. Check out the video.

https://youtu.be/iyTFhbmU1p0