How do you sell a boring old hybrid as a sexy speed machine? Easy! Demonstrate it! Which is precisely what Saatchi & Saatchi Italy did when they invited people to take a ride in the new Lexus GS Hybrid, and checking that their heartbeats wouldn't go past 120 BPMs. Taped up with electrodes, the passengers don't seem to mind the speedy race-car ride around the track, in fact some of the scared squeals sound downright delighted and the bald guy in a baseball shirt gives the driver a look as if he just fell in love at 1:38. Despite some passengers doing their best trying to keep cool behind their sunglasses, all of them clocked BPMs far higher than 120. Did the brunette at the end call the driver a macaco (monkey)? Either way, she seems to have forgiven him with that pat on the arm later.

Ad agency. Saatchi & Saatchi Italy

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Comments (3)

  • AnonymousCoward's picture
    AnonymousCoward (not verified)

    Great spot- after a horrid start....
    Would have been better if they got to keep the car if they kept it under 120!

    Jul 19, 2012
  • AnonymousCoward's picture
    AnonymousCoward (not verified)

    Actually she said "Ma cavolo!" which means "Damn" or "WTF".

    Jul 19, 2012
  • Dabitch's picture
    Dabitch

    Awesome, thanks. And then she patted his arm. So funny, her reactions.

    Jul 19, 2012

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about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm after growing up in Kiruna, Raleigh and Jiddah.