As a concept, placing potential buyers on the passenger seat and having a professional driver take them for a very quick spin around a course to see if they manage to keep their heart rate below 120 beats per minute to prove that that the Lexus GS450h is a dynamic and sporty hybrid model, sounds pretty interesting.
But then again, if you think about it, with the right driver and course, even a four-cylinder Toyota Yaris can satisfy a thrill seeker in the passenger seat.
And so while we started out writing about the new Lexus GS 450h promo from advertising agency Saatchi & Saatchi in Milan, Italy, launched earlier this month, we were reminded of an older campaign from Drori Shlomi BBDO, for the market introduction of the Alfa Romeo MiTo in Israel in 2010.
Instead of having consumers take the passenger seat, the Alfa Romeo campaign placed drivers behind the wheel and measured their heartbeats - which is actually the point about owning a car that can get you excited.
Aside from the main video, there was also a behind-the-scenes clip with one of the drivers getting a bit too excited (NSFW) from the ride – if you catch our drift…