Milan - Saatchi & Saatchi Italy has marked the launch of the new Lexus GS Hybrid with a live event, '120 heartbeats'.
The New GS Hybrid can give you all the emotions that you don't expect from a hybrid. You'll not only be surprised by low emissions and fuel saving, but also by the power that springs from every step on the accelerator, thanks to its 345 horsepower. On board the new GS Hybrid it really is impossible not to feel moved.
To demonstrate it, a few selected guests were invited to the launch day at the Vairano racing circuit. Here, a professional driver accompanied them in a high-adrenaline speed trial where the brilliant New GS Hybrid performance was really demonstrated to the full.
The guests all wore a heart rate monitor and were challenged to keep their heart rate below 120 heartbeats per minute. But which of them succeeded?
The most unexpected and entertaining guest reactions have been collected in an internet movie which is being released over the coming days on major blogs and industry sites.
To see it: http://www.youtube.com/watch?v=Ht-_CxBB-kc
The campaign has been created by art directors Davide Vismara and Giulio Frittaion and by copywriters Marco Dispenza and Massimo Paternoster. Creative directors: Luca Pannese and Luca Lorenzini. Executive Creative Director: Agostino Toscana. Production company: H Films.
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