The Drum Awards for Marketing - Extended Deadline

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By The Drum Team, Editorial

May 4, 2013 | 1 min read

This is a very clever piece of advertising indeed. Instead of hiding the puppeteers controlling the two giant figures via the magic of post-production, they've been left visible for all to see - and the effect is so much greater than it might otherwise have been. Very sleek and very clever.

As many new-wave illusionists have demonstrated in recent years, sometimes a 'trick' can be much more magical when the audience is allowed to see how it's done.

It also provides a handy metaphor for the advertised car as it feels as though we're getting to see 'under the bonnet' of the advertising and that feels like a proxy for examining the mechanics of the car.

Agency: CHI&Partners

Creative Director: Monty Verdi / Micky Tudor

TV Producer: Rosie Evatt

Production Co: Rattling Stick

Director: Daniel Kleinman

Producer: Chris Harrison

Executive Producer: Johnnie Frankel

Post Production: Glassworks

VFX Producer: Kirsty Rutherford

Editing House: Cut+Run

Editor: Steve Gandolfi

Audio: 750MPH

Lexus

Content created with:

CHI & Partners

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