Video: The Making of the 2011 Lexus IS Drum Commercial

September 10, 2010

I posted a blog a few days ago about how I perceived Lexus was building its brand through an innovative approach, that of using sound, be it musical or engine-created. The 2011 Lexus IS was the subject of the main car ad I reviewed, and I really liked the ad and what it was trying to achieve. I think it’s a great and unique approach and one that is sure to be mimicked by other auto manufacturers trying to create a buzz around their brand.

It’s no easy feat to give your brand emotion, and I think the Japanese luxury automakers are having a herd time doing that, but Lexus seems to be on the right (musical) track. Well, following on that note, I was alerted by my fellow auto scribe Pete at to the video on how this excellent 2011 IS commercial was made. The link is below, but before you check out the article, check out the ad. I think these “making of” videos are becoming just as important to building a car maker’s brand as the commercials themselves.

If this particular 3-minute video does one thing, it reinforces the Lexus tag line “The Pursuit of Perfection.” Lexus has long striven to show what lengths they will go to engineering-wise to be seen as being on a par with the German big boys. Obsessive attention to detail in terms of smoothness and build quality. But this video changes that and shows the passion of the people involved in making this commercial and more so, it shows to what length the makers will go to display mathematical and musical perfection in tandem with the Lexus IS. I think it’s builds the brand

Watch the movie and see just how much thought went into making this musical “stunt” happen and how it makes the Lexus brand stand out. Enjoy.


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