Motion Theory: “Perfectly Aligned”

[flv:http://motionographermedia.com/motiontheory/lexus_peraligned.flv 468 351]QuickTime version

This spot for Lexus from Motion Theory and agency Team One catches my eyes—and ears—every time I see it on the telly. The beautiful soundtrack from Robot Repair completes MTh’s elegant execution of the concept.

The whole thing feels like an inside joke of sorts, a smirking admission that most idealized “realities” are artificial compositions. In the context of a car advertisement, that premise works as a clever segue to showcasing the craftsmanship and sophistication of the Lexus brand.

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