Lexus USA has recently launched a new campaign called "The Hard Way".
The various executions are a way for Lexus to entrench the brand's promise of "The Pursuit of Perfection" in a very functional way, allowing the audience to see the processes and demonstrating the results of the rigorous production that Lexus vehicles undergo.
Might it also be an attempt at re-establishing the reliability inherent to Toyota/Lexus vehicles prior to the 2009/2010 recalls?
Below is one of the executions, called "Chain", followed by an interesting behind-the-scenes look at the making of the commercial:
