Lexus is doing everything it can to get people to notice its 2013 GS sedan, and it has recruited Sports Illustrated Swimsuit model Tori Praver to help.
Using sexual imagery to sell cars is nothing new, but Lexus has put an interesting twist on the usual. They have taken a photo of Tori and turned it into a race track.
The new advertising campaign, dubbed TORI 500, is based around the new GS’ abilities and includes an iOS app, videos and print ads, as well as online components and live events. The iOS app, SUPERMODLED, is a camera app that allows users to place Tori into their own photos, while the Behind-The-Scenes video shows drivers Greg Tracy and Scott Pruett competing around the TORI 500 track for a chance to take the supermodel on a victory lap.
Lexus wants eyes on its new products and has created an interesting, and successful, way to achieve that goal.
