Lexus and Nissan have created thematic advertising around this year's Sports Illustrated swimsuit issue.
They're using "models" to showcase their "models."
While sexy, bikini-clad models are nothing new to automotive advertising, the tie-in doesn't seem very modern.
Or does it?
Marketers are finally catching-on to the concept that the more relevant you are to your target audience, and the more in-context you are to the content of where you're advertising, the greater chance for success (awareness, consideration, advocacy, etc.)
In this case, the two marketing-savvy Japanese automakers have created campaigns for the Sports Illustrated swimsuit issue that feature real models.
Nissan is running two co-branded efforts to promote its Juke car: "Model Search" and "Model vs. Model." The model search contest centers on a social-media campaign and allows participants to pick a model for the 2012 swimsuit issue and the "Model vs. Model" promotion has its Juke car pitted against a female model.
Lexus' participation is built around a four-page ad for its LFA supercar with Dutch supermodel Rianne Ten Haken who stands in the center of a hanger while the car does drifting-style donuts within feet of her. "Behind the scenes" clips of the shoot have been posted to its YouTube channel, iPad and Galaxy Tablet apps and the magazine's website.
Source: Media Post