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Anxiety, unease, fright from Draftfcb

To highlight the peace of mind all Lexus LS 460 drivers experience when reversing their luxury vehicles, Draftfcb Johannesburg tapped into the uncomfortable feeling many people get when they put their car into reverse and ease their foot off the pedal.

The agency's creative team of executive creative director Gareth Paul, copywriters Melusi Mhlungu and Lawrence Katz and art director Bradley Stapleton drew inspiration from the anxiety and unease that comes from not being 100% sure of just what is behind you. Of course, adding to that feeling of trepidation is that, should you bump into something, you know it will give you a fright.

The resultant campaign, which features photography by Michael Meyersfield and illustration by Ministry of Illusion, succinctly highlights that, with Intelligent Park Assist on the Lexus LS 460, parking doesn't have to be scary.

Anxiety, unease, fright from Draftfcb
Anxiety, unease, fright from Draftfcb


28 May 2012 10:46

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