Lexus: Boat

The powerful new LX570.

Advertising Agency: Team One, USA
Creative Director: Chris Graves
Art Director: Steve Hanlon
Copywriter: Chris Cannon
Photographers: Vic Huber, Armstrong White
Published: January 2008

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21 comments

fen1x's picture
fen1x
471 pencils

Great idea and execution. Maybe font should be smaller.

miko1aj's picture
miko1aj
3097 pencils

You never know whether it should be smaller or not till you recognize where it hangs. Nice idea, but I'm not sure if I'd recognize what is the shadow of?

Prof's picture
Prof
1453 pencils

Quite really.

fen1x's picture
fen1x
471 pencils

Thats only the same idea but in different light .
Today its really hard to find something new and fresh so sometimes refresh old idea isn't so bad.

Prof's picture
Prof
1453 pencils

no shit, sherlock.

Quite really.

fen1x's picture
fen1x
471 pencils

not yet :D

Adaddicted's picture
Adaddicted
3435 pencils

A floating object can easily be pulled than that on land.

Touareg has proved to be powerful by pulling a boeing.
http://www.youtube.com/watch?v=TWxMestl824

So there's no credibility in this ad.
Art direction could have been better.

withalltherespects

Biga's picture
Biga
45 pencils

The boat is not floating, it is been pulled, just like a small boat would be.

uvendire's picture
uvendire
28 pencils

it's not a big boat and it is not floating. Car is trailing a medium size yacht. The light puts its shadow so big on the ground and that's the idea here.

LimitedTimeOffer's picture
LimitedTimeOffer
200 pencils

Er no, the idea is that the car is pulling a trailer with an absurdly large boat (think: Titanic).

uvendire's picture
uvendire
28 pencils

the anchor in the front is for a small yacht only.

LimitedTimeOffer's picture
LimitedTimeOffer
200 pencils

Clearly the ad is about exaggeration. How would a car towing a unsurprising medium sized yacht pay off the "powerful" line?

Ad_Man's picture
Ad_Man
828 pencils

not!
copies are copies... that's our job, find those new and fresh somethings...

Think it for a while.
Then, in anytime, it will come to your mind as an idea.

Frits Harkema's picture
Frits Harkema
713 pencils

Look out! There's a big boat behind you!

j2mango's picture
j2mango
534 pencils

o jack
im flying~~~~~~~~~~

ChuckNorris's picture
ChuckNorris
834 pencils

I think I've seen something like this for the Touareg.

And not the boing one.

It's was just a picture of a Touareg with a rope tied to its back, however the rope went up in a very steep angle, as if the car was pulling something quite large.

It's was done by DDB London, if I'm not mistaken.

AreumHong's picture
AreumHong
4 pencils

bad

MNS's picture
MNS
40 pencils

someone paid for this?

Frits Harkema's picture
Frits Harkema
713 pencils

This might be one of those non-scam ads you hear about.

liar's picture
liar
386 pencils

Too unclear. Maybe as a digital ads will be better where we can navigate what is behind by dragging the picture with the mouse.

primo_susto's picture
primo_susto
440 pencils

THIS is ABSOLUTLY BRILLIANT!! Tought, elegant, clever, sober, JUST PERFECT AD!

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