"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.