If one had stumbled across Lexus’ press room this week, one would have read a new release about Lexus’ amazing new customization for new drivers.
Through a partnership with Mountain View, CA-based 23andMe, Inc., the leading personal genetics company, Lexus stated that they would, ahem, soon offer the ultimate answer to vehicle customization. Called “Genetic Select, it was reportedly a revolutionary new car buying experience that takes the only thing that matters into consideration when selecting a vehicle — the driver’s DNA.
The statement went onto say, this landmark innovation takes about 10 minutes and doesn’t involve a single signature or question. Lexus’ service staff will collect a saliva sample and send it off to 23andMe for sequence testing. Within 48 hours, the perfect vehicle will arrive at the customer’s doorstep. The driver won’t even need a key to operate it—the revolutionary new saliva-powered start-system operates via a DNA ignition sensor on the steering wheel. Customers could begin making their appointments at their local Lexus dealerships starting April 1.
For example, if the customer does not have a genetic variant for bald spots, the car will come equipped with a sun roof. Or those genetically prone to more freckles will receive custom window tinting.
In fact, 23andMe’s understanding of genetic variants is so precise, Genetic Select will enable Lexus to deliver the perfect color, trim, horsepower allotment, seating configuration, and radio presets, within a 99.99967 percent degree of accuracy. It will be impossible to tell where the driver ends and where the car begins. Watch the demonstration video from AOR Team One and production company charlieuniformtango below.
But before you do, realize this is ONE HELLUVA HILARIOUS PRANK!!!
Lexus, which is known for taking itself fairly seriously, really did something as unexpected as their new redesigns. And that unexpectedness fooled some other publications. Directed by charliefuniformtango’s Paul Goldman, the 90-second video is a skit right up there with some of the best ones SNL has to offer.
Craig Crawford, Group Creative Director of Team One, had this to say to Reel Chicago, “April Fools’ Day ideas work best when the promise they make is true of the brand the other 364 days of the year, too. From the day the first Lexus dealership opened, this brand has put their customers, and their needs, first. That’s still true every day, including April 1.”
He added, “In general, April Fools’ Day ideas are tricky. You’re threading the needle between plausible, and ridiculous. Our partnership with 23andMe gave us both. As partners, they were amazing. They supported this idea from day one, and gave us all the space we needed to make it break through.”
I don’t really know how to end this article except by awarding Lexus, Team One and charlieuniformtango “Reel Ad of the Week!” And that is no prank.
Drivers, lick your engines. LOL.
Title: “Genetic Select”
Agency: Team One
Associate Director Business Affairs: Janet Anderson
Senior Producer: Leah Bohl
Executive Producer: Sam Walsh
Chief Creative Officer: Chris Graves
Group Creative Director: Craig Crawford
Group Creative Director: Jon Ruppel
ACD/Art Director: Austin Muncy
Copywriter: Jason Brady + Andrew Crawford
Senior Project Manager: Erica Hara
Account Management Supervisor: Jourdin Hendrix
Production Company: charlieuniformtango
Executive Producer: Jeff Elmore
Director: Paul Goldman
Producer: Max Simpson
DP: Peter Simonite
Editorial Company: charlieuniformtango
Executive Producer: Mary Alice Butler
Editor: Jack Waldrip
Assistant Editor: Andrea Norby
President/CEO: Lola Lott
Post-Production Company: charlieuniformtango
VFX Supervisor: David Hannah
Flame Lead: Allen Robbins
Flame: Artie Pena
Motion Graphics: Tony Wann
Post Producer: Andrea Norby
Telecine: Adolfo Martinelli
Colorist: Adolfo Martinelli
Music Co: Founder
Creative Director: Christian Pulfer
Executive Producer: Christian Pulfer
Voiceover: Minnie Driver
Recording Studio: charlieuniformtango
Sound Mixer: Jake Kluge
Assistant Audio: Chris Walker
Contact Colin Costello at email@example.com or follow him on Twitter @colincostello10.