TOKYO -- Drifting cars, techno music, string bikinis and foam parties. At first glance, Lexus’ new “Shampoo” TV spot seems tailor-made for the trendy young crowd the luxury brand craves.
But the brilliant, visually enticing commercial for the new NX compact crossover won’t air stateside. It’s a Japan-only pitch that Lexus execs deemed too retro for beyond these shores.
Blame it on the foam party, that turn-of-the-century (21st century, that is) Eurotrash fad from the nightclubs of Ibiza.
While now a cringe-worthy memory for most hipsters in the U.S. and Europe, foam parties still carry currency in Japan. Or so, at least, hopes the spot’s creator, Japan ad giant Dentsu Inc.
“Apparently they are becoming popular here,” Mark Templin, executive vice president of Lexus International, said Tuesday at a foam-themed NX kickoff event beneath Tokyo Tower.
The glitzy gala played host to a crowd of under-30 Tokyo trendsetters, from upstart opera divas and too-cool disc jockeys to pink-haired traditional Japanese calligraphy artists.
Outside, under the wrought iron, orange-and-white legs of mammoth Tokyo Tower, Lexus set up an obstacle course-cum-car wash to show off the NX’s potential. Professional race drivers gave visitors a spin through its metal ramps and foamy shower.
The Lexus “Shampoo” commercial is cool mainly because of its anchor sequence, which depicts two racing NX crossovers drifting and spinning through a tarmac smothered in snowy bubbles.
