2013 Lexus ES 300h Commercial from China

Posted by Kevin on August 27th, 2012

Here’s something different — check out this 2013 Lexus ES 300h commercial from China:

The hope in North America is that the average age of ES buyers will drop with the new model, but it appears Lexus China is targeting an entirely different demographic: stylish young men that like standing in the rain. So what?

ChinaCommercialsHybridsLexus ES: Fifth GenerationVideos
Popular Stories

Sorry. No data so far.

Comments
M
  • M
    Mohammed Taha
  • August 27, 2012
So what? Lool I don't get the ad at all. Maybe someone who speaks Mandarin or Cantonese can explain it
W
YES! I kept seeing this in China, and I was waiting for someone to upload it!!! Thanks for sharing Krew!
W
Sorry. My Chinese is still a bit lacking. :P
G
  • G
    Glen Quaggy
  • August 27, 2012
I think it is showing that Lexus has two sides a nice and elegant side and somewhat of a dark side as portrayed by the man. We see him walking casually along the streets which what a Lexus is elegant and quiet, but he also has a fun and daring side also shown in the video where he plays golf on top of a building and for the Lexus when he nails the throttle. That's what I'm getting at
F
I speak Mandarin so let me explain... The man in the commercial was explaining how he's too "stubborn" because he never gives up, how he's too "self center" because he doesn't care about other people's opinions, how he's too "picky" because he also searches for perfection, and how he's too "greedy" because he always wants something better. At the end, he said "so what?" since both he and Lexus are perfectionists.
J
  • J
    John
  • August 27, 2012
Here's the line-by-line version: They say, "You are too stubborn." Once set up the goal, never give up. They say, "You are too self-centric." Never care about what other people say. They say, "You are too rigorous." Cannot stand the smallest flaw. They say, "You are too greedy." Always want the better. They are right.  So what? I am a perfectionist. The all-new Lexus ES. The pursuit of perfection. "So What" is a key component of the ES campaign in China. It was teased earlier this summer on blimps, billboards, and on social media outlets where it actually became a bit of a meme. (HT Yisha)
Y
Both ffpower & John explained it correctly . :)
W
  • W
    wicked curveball
  • August 28, 2012
I'm a native Mandarin speaker and this ad hits the emotional spot perfectly imo. To understand this ad first you have to understand the market dynamics for luxury cars in China - it's dominated by the so called BBA trio - Benz, BMW, and Audi. Ironically, the flip side of market dominance is market backlash: some folks (especially those white collars professionals in their 20s and 30s) are getting tired of seeing all those black Audis/Benz/BMWs on the streets of Beijing, Shanghai...etc, and each of the BBA brands have its own stereotypes: (black, tinted window) Audis are the ride of choice for corrupt communist party officials; Benz are perceived as prestigious but boring; and BMW has a reputation for being the favorite ride of the novue rich/富二代 (scions of wealth families) and gold diggers. Another analogous case is it used to be really cool to own an iphone/ipad in China, but now that a lot of folks in the big cities have it, the novelty factor is quickly wearing off and people are constantly searching for the new thing.  That's why I think it's smart for the Japanese luxury upstarts -Lexus, Infiniti, Acura to exploit this particular dynamic and market themselves as the iconoclastic alternative to the German establishment. 

W