Lexus, the luxury car division of Toyota Motor Corporation, is working hard to create a trendy new image and appeal to the younger generation by performing a new publicity stunt with Dutch supermodel Rianne Ten Haken.
In the new video, the two-seater exotic car, Lexus LFA, can be seen running around the supermodel at high speeds.
The stunt was performed with a supporting role in the annual swimsuit issue of Sports Illustrated magazine. Owned by media conglomerate Time Warner, Sports Illustrated boasts of over 3.5 million subscribers and is read by 23 million adults each week, including over 18 million men.
Since its inception in 1964, the magazine's Swimsuit Issue has been featuring high-end fashion models wearing swimsuits in exotic locations. In the world of glamour and fashion, the magazine is considered the final destination and its importance in the media is indisputable. Every year the magazine generates revenues worth millions of dollars.
This year however, instead of selecting an exotic locale, the magazine has decided to feature the Lexus LFA for its annual issue. The car stunts were performed by professional rally driver Rhys Millen while Haken posed for the shoots.