File:Lexus Balance ad.jpg

Image history
The award-winning, oft-emulated Lexus introductory ad, "Balance." Created by Team One advertising, this advertisement introduced the Lexus brand and its new LS 400 flagship to a worldwide audience. The ad showed an LS 400 on rollers, with the engine set to full speed. Despite the fast speed, the LS 400 engine produced nary a vibration to upset the champagne glasses stacked on its hood. The narration read, "After years of intense work, Lexus is ready to celebrate...because even at the equivalent of 145 miles per hour, the Lexus LS 400 is designed to stir the soul...and not much else."

This ad was challenged by consumer advocates, who suggested that Lexus had staged the advertisement in some way unseen to the audience. In response, Lexus produced a third-party verification videotape, and performed a live, public demonstration of the same feat--showing that indeed the LS 400 could perform as promised.

The stacking of champagne glasses was also repeated at several auto shows as part of Lexus' 1989 debut.