Lexus lets you see what raw power looks like

Toyota Canada's luxury brand is launching a ridiculously high-performance model called the IS F this spring. The speedometer goes to 300, and it has eight gears and a 416hp engine. To play this up, Toronto-based AOR Dentsu Canada is putting together an 'artists' series' of visual interpretations of the engine's performance.

Toyota Canada’s luxury brand is launching a ridiculously high-performance model called the IS F this spring. The speedometer goes to 300, and it has eight gears and a 416hp engine. To play this up, Toronto-based AOR Dentsu Canada is putting together an ‘artists’ series’ of visual interpretations of the engine’s performance.

There is serious power under the hood of the IS F. And to ensure its seductiveness and raw energy is most explicitly captured, the original engine rev was recorded by Los Angeles-based sound engineer Patricio A. Libenson, who worked on Pulp Fiction and The Aviator.

The notion of using sound, rather than speed-demon imagery, seemed to best match the sensibilities of the fortysomething guy who may want Ferrari-level power, but doesn’t want to look like a poser, so will plunk down 70K for the minimally badged (discreet F on the back) adrenaline shot moment. To get his attention, the revving sounds, accompanied by kaleidoscopic graphic images, will be coming at you this month via cinema screens and OOH projections developed with Toronto-based prodco Crush, displayed by Optiadmedia. The car’s 15-speaker sound system will handle audio for the Toronto, Montreal and Vancouver showings.

‘It’s not a braggart-y car,’ says Glen Hunt, Dentsu’s creative catalyst. ‘It appeals to somebody who’s got power but doesn’t want to flaunt it.’ There will also be billboard and print ads to support the IS F launch.