Team One and Lexus asked ourselves, how do you make a hot car spicy? Put Sriracha in it. Then we turned to founder and CEO of Huy Fong Foods, David Tran, and asked if he wanted to collaborate with us. He said yes.
Introducing the Lexus Sriracha IS. With all the foodie finishes a hot sauce lover needs including:
- A custom paint job with chili-like flecks
- A Sriracha-injected steering wheel
- Temperature settings that go from cool to Sriracha
- Bottle cap green accents on the spindle grille, seat stitching and mood lighting.
Lexus made the vehicle to celebrate the launch of the 2017 Lexus IS sports sedan – a car designed to be bold, provocative and fun. The result is a “thumb-stopping” visual that will make your mouth water.
Want to see how the car was made? Check out our “Sriracha in Everything” video featuring David Tran. https://youtu.be/U2mtILDZRgI.
The Sriracha IS will be at the LA Auto Show this week. Team One – the luxury and premium agency within Saatchi & Saatchi – is the agency behind the Sriracha IS.