Lexus RX450h: Moment

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Released:	September 2009
Advertiser:	LEXUS
Brand name:	Lexus RX450h
Agency:	DRAFTFCB Johannesburg
Country:	South Africa
Category:	Cars
Tags:	BUF - French special effects genius

Credits:

BUF, the internationally acclaimed animation firm in Paris (France) that has provided spectacular special effects for many global brands and feature films, such as Batman – The Dark Knight, joined forces with local heroes, Draftfcb Johannesburg and Velocity, to create an inspiring television commercial for the new generation Lexus RX. The new ad focused primarily on the Lexus RX450h, currently the only hybrid SUV available in South Africa. The objective was to showcase its design features while demonstrating its hybrid technology in a manner that would conceptually appeal to the target market of somewhat wealthier than average males and females around 40 years of age. To achieve this, Draftfcb Johannesburg’s creative team of executive creative director, Grant Jacobsen, creative director (art direction) Leon Moodley, and creative director (copywriting) Erin Brooks linked one of South Africa’s most spectacular displays of natural beauty – the Namaqualand flowers – with the Lexus RX450h, thereby highlighting its elegant design and its environmentally friendly hybrid qualities.

Advertising Agency: DraftFCB, Johannesburg, South Africa
Executive Creative Director: Grant Jacobsen
Creative Directors: Erin Brooks (copy), Leon Moodley (Art Direction)
Director: Adrian de sa Garces (Velocity Films)
Producers: Karen Klopper (Velocity), Rachel Andreotti (Draftfcb)
Photographer: Clive Stewart
Animation: BUF (Paris)
Sound: Audio Militia