Conduct Your Own Crash Test: LEXUS





AGENCY: Team One Advertising, El Segundo, Calif.
CLIENT: Lexus Division of Toyota Motor Sales USA, Torrance, Calif.
CREATIVE DIRECTOR: Tom Cordner
ART DIRECTOR: John Boone
COPYWRITER: Ron Huey
PHOTOGRAPHER: Michael Ruppert
ILLUSTRATOR: Antar Dayal
This ad does an exemplary job of getting the reader involved, from catchy headline to fold-on-the-dotted-line display of Lexus’ crumple zone in a 30-mph collision. There’s a good deal of information, but in bite-size chunks that won’t put off the casual reader as a lengthy block of copy might. At the same time, auto safety is treated with a graphic panache that subdues the topic’s usual sensible-shoes overtones. As such, the car shopper comes away feeling that Lexus eliminates any need to sacrifice style in pursuit of safety.
Copyright Adweek L.P. (1993)