Lexus and 23andme team up to make cars customized for everything from myopia to sun sensitivity

Genetic testing has been a new avenue for brands trying to expand their marketing tactics. In the U.K., for example, Marmite used it in a campaign that allowed consumers to determine whether or not they're biologically inclined to love or hate its product. Now, apparently, Lexus is using it to customize its vehicles for its consumers. In a tie-up with gene testing company 23andme, it debuted this new ad touting how spitting into one of the DNA firm's mail-away saliva tubes will, 48 hours later, yield a vehicle perfectly suited to a driver's various biological quirks, with features like tinted windows for sun sensitivity or a windshield that doubles as giant eyeglasses for the near-sighted. The outrageous offering, unlike Marmite's, is obviously an April Fool's joke--one that the carmaker is actually putting some serious media money behind. Unlike other pranks which typically run as digital videos, Lexus will be running a 30-second cutdown of the ad during "Saturday Night Live" and on Sunday on Comedy Central. The film was created out of Lexus' agency Team One.

Lexus and 23andme team up to make cars customized for everything from myopia to sun sensitivity

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