When you walk through Times Square in New York City, it’s tough not to bump into people, looking up at all the LED screens and blinking lights. Now, Lexus has launched its own custom LED advertisement—but in the form of a car.
Tricking out its 2017 IS model with 41,999 LED lights, the luxury automaker unveiled its special 2017 Lexus LIT IS. The car can broadcast graphics and videos on the hood and roof and everywhere in between. It’s basically a mobile ad unit. And to give it a grand first run-through, the Lexus LIT IS was featured in chart-topping U.K. artist Dua Lipa’s latest video for her single “Be the One.”
The Lexus LIT IS was specifically made for the video by Lexus, who partnered with Vevo on the project. You can thank Lexus engineers for hand-applying every single one of the nearly 42,000 LED bulbs to the car. At full tilt, this LIT IS produces 175,000 lumens. (A candle, by comparison, produces about 10 lumens.)
“A car as visually striking as the Lexus LIT IS required an equally dramatic debut,” said Brian Bolain, Lexus general manager of product and consumer marketing. “A music video was a perfect place to launch the LIT IS, and working with Dua Lipa allowed the concept to come to life, putting a spotlight on the Lexus IS in an entirely new way.”
The car’s LED facade also has three separate modes. “Attract” mode features colorful designs on its exterior. “Music Viz” mode is designed to respond to the sound of music. And “Gesture” mode creates animations on the car based on someone’s hand movements via a gaming console.
It’s unclear whether or not Lexus plans to roll out more of the LIT IS models. But it could have practical purposes down the line as a rolling billboard. Just imagine: Your next taxi ride could be a whole lot brighter.
Below, watch Lexus’ teaser video on the LIT IS.
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