Subscribe to industry newsletters

Search jobs

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 DraftfcbAnxiety, unease, fright from Draftfcb

Nahana Communications Group
Nahana Communications Group is a collective of leading specialist agencies that provide solutions across the marketing ecosystem, engaging with clients early, intelligently and collaboratively, to tackle the business problem, not just the creative task.

Let's do Biz