As part of the Lexus GS marketing campaign, the automaker created an actual racetrack designed around the hot model’s body.
Lexus is pinning their hopes on the old adage 'sex sells' for their 2013 Lexus GS campaign by hiring the services of Sports Illustrated swimsuit model Tori Praver. The Japanese automaker has a multi-faceted campaign called TORI 500, which showcases an actual racetrack Lexus created in the shape of the model's body. The campaign also includes an iOS camera app SUPERMODELED, which allows users to place the swimsuit model into their own pictures with the click of a button.
"What better way to help introduce the bold new face of Lexus-the all-new GS-than with a bold new campaign featuring a Sports Illustrated Swimsuit model?" said Brian Smith, Lexus vice president of marketing. "With the new GS, there's no going back for Lexus. Instead of just looking at the pictures, consumers can share in the fun through our many campaign components, including having Tori appear in their own photos." There's a behind-the-scenes video (shown here) of a racecar and stunt driver competing on the so-called TORI 500 track, a four-page spread in the SI Swimsuit February 14 issue, and a Tori 500 iPhone game.
This gives users the chance to race the new GS around Praver's bikini-clad body in the all-new Lexus GS. Lexus also plans to throw a number of SI Swimsuit Issue parties and festivals to help promote the sport sedan.