Lexus’ epic take on the drive-thru

The brand puts its all-wheel drive vehicles to the test at a high elevation.


Lexus has put an extreme spin on the drive-thru experience with a stunt aimed at showing off how its all-wheel drive vehicles can take on a Canadian winter.

With the help of DentsuBos, the brand built an obstacle course made of snow, slush and ice at 2,644 feet up the side of a mountain.

The brand then invited participants at Le Massif in Charlevoix, Quebec to place their food order with a waiter – choosing from items like “elevated” poutine made with organic potatoes. Before getting their food, though, the drivers had to navigate the course on the ski hill using a Lexus vehicle.

Spoiler: they all made it, and were treated to their meals and die-cast models of the Lexus IS, brought in from Japan, for the kids.

“We wanted to show, on rugged terrain, with ice, slush and snow that Lexus’ AWD system ensures proper traction, enhancing stability without sacrificing the drivability of the vehicle,” Jennifer Barron, director at Lexus Canada said in a press release.

Since being posted on Facebook on Jan. 18, the video of the experience has picked up more than 21,000 views. The spot is also now up on YouTube and the brand is using native video advertising platform Virool, digital display, paid social and search to promote the campaign. Dentsu Media handled the media buy.