Advertising and branding has changed so much in the last few years. No longer are we relying on disrupting people in the middle of their entertainment (remember fastforwarding through TV ads?), we are now tasked to try and make content for brands that is compelling enough that people CHOOSE to interact with it. We don’t have a captive audience any more. And while this can be a little daunting, it’s also an amazing challenge for creative teams around the world to make something truly great and flex their creative muscles more than they ever would if making a 30 second TV ad.
This project for Lexus is a perfect example. It follows professional cyclist Christan Vande Velde and offers users a true Virtual Reality experience to see what it is like to perform at his level – from training through to racing.
This level of performance and attention to detail clearly fits with the luxury positioning of the Lexus car brand and so we can see how a concept that perhaps 10 or 15 years ago would have been a TV ad showing a cyclist going down a mountain for 30 seconds or a minute (depending on your budget) can now become a fully immersive experience that users can interact with at their leisure.