Lexus Australia set to launch world’s first car with heartbeat in a campaign via M&C Saatchi
Lexus Australia via M&C Saatchi, has developed the world’s first vehicle to display a heartbeat on its exterior in a demonstration of advanced technology and the connection between man and machine.
The Japanese luxury marque collaborated with cM&C Saatchi to produce a one-off RC F V8 coupe that integrates a series of technologies to display a person’s heartbeat in the vehicle’s bodywork.
The first stage of the system works by transmitting the heartbeat of a connected person from a heart rate monitor to a bespoke electrical system in the RC F.
The on-board system captures and processes the data before sending an electric charge through the RC F’s body panels that are painted in electroluminescent paint developed by US-based specialist Lumilor.
This innovative paint finish glows when the electrical charge runs through it and displays the person’s heartbeat via a real-time animation sequence.
Lexus Australia chief executive Sean Hanley said the heartbeat car comes in the wake of other innovative brand activities in 2015 and an ongoing commitment to the development of high performance Lexus F vehicles.
Says Hanley: “This latest concept follows other innovative projects we have developed this year including smart outdoor advertising billboards that respond to the car you’re driving and our fantastic new Lexus hoverboard.
“These activities underline the new, bold way we are behaving across all areas of the Lexus business.
“The heartbeat car also links to another key part of our brand – high performance vehicles – via our F brand, and the emotional response a person gets from a machine like the RC F coupe.”
Hanley also emphasised that Lexus’ dedication to luxury would not waver.
Says Hanley: “No matter the innovative technology we display and bring to market, our commitment to delivering the ultimate luxury customer experience remains the foundation of the Lexus brand.”
8 Comments
nice work
Quick get to London for ‘The Season’, some cashed up foreign bogan’s gonna want this one to get his heart racing round the Knightsbridge show off circuit
Prototypes are the new scam ads.
Bogan Westie in his WRX, yes. Executive in his $100K+ Lexus RC F, no way.
It’s a gosh-darned M&C prototype, so it should win D&AD unobtanium… no?
Proto-scam
are you kidding me! a car that pulses to your heart rate as you drive!!! hang on! what!???? for real??
Calling this stuff ‘scam’ is ridiculous. what is scam? scam is running an ad without the client’s approval (VML), or running a print ad in the Rouse Hill Times that no-one sees then touting at at Cannes.
looks to me like this is an actual thing, developed over time, with client’s buy-in and money, with media behind it. What, just because I can’t buy it at a dealer it suddenly becomes scam? It’s a tech demonstration of the excitement of driving the car, and we can debate whether that’s particulalry differentiating, but it’s a little more interesting than running a TV ad saying the usual stuff everyone else says. Show me a more interesting car story from Aus over the past year. That’s the story. M&c should be applauded for doign this, not slammed.