"Actively Safe" Campaign for Lexus.

The brief: Introduce the new RX. Sounds good right? So what's new about it? 
We asked. "It has a new grille" we were told. Hmmm... 
We did our research and found the RX had an amazing safety record. With that, we built 
a campaign around all the RX's built-in safety features that actively prevent accidents. 
After all, the safest accident is the one that never happens. 

Directors: Nicolai Fuglsig, Rupert Sanders, Stylewar. A52. DPs: Wally Pfister and Sal Totino.