Lexus Ad from Burns Will Get Your Feet Tapping Impatiently

Lexus presents 'Feet', the latest campaign from Burns and Rebolucion under the direction of Javier Usandivaras, in which the brand shows one of the great benefits of its new car, the Lexus UX: delivery without waiting.

And they do it through an insight that is as obvious as it is unexpected, the waiting movement of the feet is the same as the one we make when driving a car. All through the spot, we travel between different feet in the most disconcerting situations, all of them moving up and down waiting for something that we don’t discover until the last seconds of the piece. It’s there, at the very end of the spot, when one last foot rises to fall on the accelerator of the Lexus UX. The same gesture, but a different intention: this foot does not wait, this foot drives.

“What do we do when we are waiting for something? We move our feet. We associate this same waiting movement with stepping on the accelerator and driving. This waiting is not necessary for customers who want the new UX,” Laura Diez Parajón, communication senior specialist of the car brand said.

“The difficulty of the piece lies precisely in the simplicity of the finding,” adds Pablo Salinas, Burns' executive creative director. The new campaign continues to strengthen the great relationship between Lexus and Burns.

“When people wait, they tap their feet. That is the same movement as pressing the accelerator. As a team, we decided not to film people, but instead focus on the feet. In Lexus, that movement is for accelerating, it doesn't represent waiting because the car is delivered to you instantly,” comments Javier Usandivaras, Rebolucion director.