What’s the best way to cook a fillet? On the engine of a Lexus, of course

Lexus and Saatchi & Saatchi Germany prove that the Lexus brand claim “power efficiency” isn’t just an empty promise with an extravagant and delicious experiment.

The first “Fillet Nordschleife”, created during the 24 hour race on the legendary Nürburgring! 

To demonstrate how to handle power efficiently, the famous TV gourmet chef Mario Kotaska used the heat generated in the engine compartment during the race and served the racing crew and Lexus Germany boss Ferry M. M. Franz a special kind of premium fillet. The extraordinary event can be viewed on Facebook, YouTube and on www.lexus-motorsport.de, where all fans of fast tyres and good food can even learn how to cook their own “Fillet Nordschleife”.  

“The project ‚Fillet Nordschleife' expresses how efficient the Lexus vehicles are and what the brand stands for – dynamics, sportiness and cutting-edge technology – in an unusual and gripping way,“ states Alexander Reiss, ECD at Saatchi & Saatchi. 

René Menzel, Managing Director at Saatchi & Saatchi, adds: “We wanted to present relevant content that is a pleasure to watch and share. That’s why we linked tough motorsport, gourmet cooking and power efficiency. Nowhere else is the right temperature and timing as important as in cooking – and in racing. So we came up with the idea of implementing the unused energy of a 430 BHP race car to create something really special.”    

The Saatchi & Saatchi team surrounding Alexander Reiss and René Menzel developed, designed and implemented the entire project for Lexus Germany – from the idea to the production of the film.   

Saatchi & Saatchi has been working for Lexus Germany for around 25 years and is responsible for projects such as the launch campaigns for the vehicle models NX 300h, NX 200t, IS 300h, GS 300h and RX 450h for the premium manufacturer.


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