Thursday 24 February 2011

Kylie Remixed: Buy The Locomotive



For those of you that didn't see it, during halftime of yesterday's Champions League tie between Marseille and Manchester United, Lexus' new poster girl - no, you probably didn't guess it... Kylie Minogue was unveiled on the small screen

CHI & Partners'"Drum Roll" ad seeks to promote the company's "first full hybrid luxury compact car" - the CT 200h, as part of their Quiet Revolution campaign.  It currently exists alongside over 20 viral backstage videos that Lexus' Facebook members can enjoy, with Kylie's Aphrodite-Les Foiles Tour tickets as a sign-up incentive.

The ad commences with a lengthy drum roll crescendo, featuring such first-rate stick men as Pauli Stanley McKenzie and Mike Joyce.  This is drawn to a close by Kylie, who softly asks the viewers to "Join the quiet revolution", before subsequently taking the CT for a leisurely drive, and finally introducing the luxurious compact car.

Personally I'm not a fan.  Granted that the two sections of the commercial are meant to contrast each other, but the level of disjointedness that exists between the two scenes almost seems as though the viewer is watching two different ads.
Additionally to this, as someone who's career is founded in noise, Kylie's presence seems wholly inappropriate for this Quiet Revolution.  Whilst it's refreshing to see a company not using the same dulcet Hondaesque tones to promote their vehicles, the ex-Neighbours star's voice just seems to spoil the moment, failing to adequately provide the calmness that might better promote the brand's message.

Whilst Kylie's presence will no doubt attract attention to the brand, it will have to be seen how well received the production will be.  Unfortunately for Lexus, if early online comments are anything to go on, the forecast isn't looking too good.

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