Firefox compatible

Client: Lexus
Creative Agency: Team One USA

Upon seeing the Lexus 2007 ES for the first time, consumers described the vehicle as sleek, sharp and even sexy-- words that would never be used to describe the past model. This begged the question "Is it possible to engineer desire?" With this in mind, the creative team set out to create a website using the senses as navigational tools. This website became an information portal enticing consumers through dynamic photography, provocative video imagery and grouping features under sight, sound, touch and taste, clearly conveying this is indeed an entirely new ES.

The results? A jaw-dropping combination of sound and movement that stopped consumers in their tracks, helping to make the ES launch one of the most successful in Lexus history. Leaving the only regrets for the difficult task at hand; how will the next Lexus vehicle launch exceed such an unprecedented success?
-- Team One Interactive
 

This site begins by posing the very Lexus-like question of, "is it possible to engineer desire?" The rest of the experience attempts to answer this query.

Elegant design and animation, paired with the use of human subjects amongst gorgeous shots of the car, does a nice job of creating an overall feel that blends technology and emotion. The sound on the main page seems to mimic an orchestra getting ready for a performance, which lends itself well to the overall concept. I enjoyed playing with the subtle rollover animations and sounds, as they create interaction without too much distraction.

The imagery of the car is, of course, super sexy, and so is the speed at which the pictures and videos load. The site is well built, from a technical standpoint. The navigation, while encouraging exploration, is also simple enough, so one doesn't get lost or confused.

Conceptually, there are a few vehicle features that seem forced fit into their respective "senses." It makes perfect sense to click on "Sound" and learn about the stereo system, engine note, et cetera. But how is "Dynamic Radar Cruise Control" connected to "Taste"? And, maybe I'm being too literal here, but because the concept pertains to the senses, I found myself wondering if the fifth sense (smell) could have been incorporated into the site in any way. Mmmm…semi-aniline leather.

Finally, I found the disclaimer numbers within the body copy to be a bit obtrusive; however, in this case, I'm betting the lawyers had something to do with their placement.

Still, putting these minor issues aside, I admit that Lexus has created a moving work of art, and this site does an excellent job of showing it off.
-- Chris Gatewood, creative director, Freestyle Interactive

What's most interesting about Team One's new microsite for the Lexus 2007 ES is their clever approach to navigation. Instead of "pictures," "videos" or "find a dealer," you get navigation options like "Sight," "Sound" and "Taste." I like this because it reinforces an emotional connection to the product. If you don't like their approach, there's a more traditional navigation, which is easy to find, with terms like "Styling" and "Performance."
 
Included in the package are the abstract, and not-so-abstract, photos you've come to expect from auto sites. Also, if you browse for a bit, you might run into some video demos that call out specific features with an X-ray vision perspective. Nice touch.  
-- Mario Sgambelluri, managing editor, iMedia Connection