Lexus ‘40,000 Hours’
A night drive on a desert road becomes a massive treadmill in a new MTh spot for the Lexus ES.
What initially appears to be a beautiful night drive reveals a surprising environment, with the night sky and distant lights becoming the high-tech equipment in a stylized Lexus testing facility. The twinkling city lights and moving road appear completely real, but as the illusion lifts, the Lexus ES is revealed to be on an enormous treadmill driving at track speeds. The reality becomes increasingly apparent as we see lab technicians and pull back into a control room, revealing a large LED clock approaching “40,000 hours,” reflecting the hours of testing this vehicle has undergone. Director Mathew Cullen and Creative Director Kaan Atilla led the team to create this practical visual, capturing the illusion of a practical environment in camera by choreographing the movement of machines and people in the real background around the testing treadmill.