Lexus was preparing to launch the world’s first luxury hybrid. At the time, the project was so secret, Lexus couldn’t even provide a vehicle to shoot.
Working within these parameters, I wrote a campaign using nothing but copy to create intrigue.
The campaign was named "Lexus to the power of h." It received Gold in the Addy Awards' Print Campaign category.
The copy reads:
It's the first to appear in Hamlet
And the last in Macbeth.
It's seen in twilight
Yet vanishes in darkness.
Without it, happiness wouldn't exist.
Then again, neither would heartache.
It's silent in thought
And quiet in every hour.
It's in your home and my home.
In fact, it's always in the middle of everything.
But this fall, Lexus will turn the eighth letter of the alphabet
Into the symbol of an automotive revolution.
The pursuit continues. The world’s first luxury hybrid. Coming this fall.
The copy reads:
It's in the middle of nowhere.
The beginning of every highway
And the end of every beach.
There are two in New Hampshire
But only one in North America.
You'll find it as far as the North Pole
And as close as your hometown.
Old Faithful wouldn't be the same without it.
Neither would the Great Wall of China.
It's in the English, the Spanish, the Irish
And every human everywhere.
But this fall, Lexus will turn the eighth letter of the alphabet
From something that's found all over the world
Into a symbol for changing it.
The pursuit continues. The world’s first luxury hybrid. Coming this fall.