Lexus' Says Safests Accidents Are Ones That Never Happen

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Historically shunned but acknowledged more and more every year by car markers is the inevitable fact car accidents happen. Following VW's most recent entry with its dramatic crash ads comes this work (one, two) by Team One and visual effects company A52 for Lexus in which an interesting approach is taken to illustrate the ability of Lexus vehicles to help you avoid accidents. Each of the two spots takes a reverse look at an accident and, through a set change, takes us from the accident to a world in which the accident never occurs.

Recently, the Danish Road Safety Council took a similar but more dramatic approach with a couple ads that reverse the filming of an actual accident. The Lexus campaign imagines a world without accidents/injury because cars are designed to be safer. The Road Safety Council imagines the same thing but by urging people to drive more safely. Each uses trauma to illustrate trauma doesn't have to occur in the first place.

Written by Steve Hall    Comments (2)     File: Brands, Campaigns, Commercials, Good     Mar- 4-07  
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Comments

Credits where very much due to director Nicolai Fuglsig, DP Salvatore Totino, MJZ EP Lisa Rich, line producer Emma Wilcockson, production designer Floyd Albee, SFX supervisor Dave Peterson, stylies Aimee Acord, editor David Henegar of Butcher Edit, colorist Stefan at CO3 and the teams at Robot Repair (music) and Juice West (final mix). Bravo!

Posted by: Roger Darnell on March 29, 2007 05:31 PM

Credits where very much due to director Nicolai Fuglsig, DP Salvatore Totino, MJZ EP Lisa Rich, line producer Emma Wilcockson, production designer Floyd Albee, SFX supervisor Dave Peterson, stylies Aimee Acord, editor David Henegar of Butcher Edit, colorist Stefan at CO3 and the teams at Robot Repair (music) and Juice West (final mix). Bravo!

Posted by: Roger Darnell on March 29, 2007 05:34 PM

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