Lexus: Sum of your moments

Advertising Agency: Denstu, Canada
Executive Creative Directors: Glen Hunt, Bill Parker
Creative Director: Glen Hunt
Copywriters: Bill Parker, Matt Williamson, Glen Hunt
Art Director: Boris Matas
Photographers: Nadav Kander, Stockland Martel
Production Manager: Gary Hutchinson
Typographer: Tom Cochrane
Account Supervisor: Scott Morden

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28 comments

raaviiii's picture
raaviiii
39 pencils

too much copy is not in fashion. rest there is nothing to appreciate. 2/10. who have time to read this much. try something good.

B128's picture
B128
392 pencils

I like the copy. I really don't mind copy that's engaging in a typeface that's easy to read.

Thiago Aranha's picture
Thiago Aranha
121 pencils

People who read will have time to read "that much"... If you think that a little bit more than half a page of copy in huge, easy-to-read typeface is "this much" copy, maybe you should read more...

Zuco's picture
Zuco
56 pencils

Some copys are better than others but in the overall it's pretty good.

There is not such thing as long or short copy, there is goog and bad copy. Too much copy is out of fashion, please get serious.

You dont have time to read but you have time to read the comments on ads?

saymawa's picture
saymawa
46 pencils

Damn. Better quit my job then.

picturejockey's picture
picturejockey
658 pencils

Very nice thought but how is a Lexus going to help me do any of this?

http://www.picturejockey.com

me thinks's picture
me thinks
722 pencils

Excellent copy. Every word.

And who said " too much copy is out of fashion" ?

deep_tracy's picture
deep_tracy
588 pencils

the others are ok. this is not. every line is a cliche. hallmark cards have better copy than this.

and 'pursue the moment' is kinda close to 'just do it', don't you think?

anyway, i can easily imagine this campaign as tv.

Rog's picture
Rog
6094 pencils

Right with you, deep-tracy.
Are these meant to be 'personal' small space classified ads?
The copy feel is generic, 'break free' (exactly, 'just do it!') diatribe.
The only ad that says it in this campaign does so with no copy at all.

"It's Mabo. It's land rights. It's the VIBE, your honour!"

>>>> That's not an ad. THIS is an ad.

hang-the-dj's picture
hang-the-dj
1262 pencils

Yep. I've seen more inspiring copy on a cheap wall calender at my mother-in-law's house.

This is lame, trying way too hard to 'tap into an emotion'.

JTW926's picture
JTW926
184 pencils

great copy, to the heart!

kalpesh78's picture
kalpesh78
2580 pencils

its a great respite from 'visual-visual ads' good thought.

ideas....30 minutes nahi toh free.

purplesimon's picture
purplesimon
475 pencils

Some of them work better than others.

I've used similar approaches on jobs in the past so I know it's nothing mind-blowingly new. However, this type of copy job is a writer's dream gig, IMHO.

No fixed abode's picture
No fixed abode
380 pencils

"or fall deep deep in love"...? Grammar please. Not good.

Nice call with the hallmark. There is a fine line to tread between being aspirational and being wanky. This is on the wrong side for me.

me thinks's picture
me thinks
722 pencils

You need grammar? Go to your English professor.

We’re copywriters, our job is to invite, inform, influence and inspire people to read the copy and not to teach people correct usage of punctuations.

teenie's picture
teenie
1894 pencils

Totally disagree. Grammar and punctuation enable us to lead the reader/consumer where we want them to go. Once people trip over bad spelling or wrongly placed comma, you've broken the spell.

Ant's picture
Ant
64 pencils

Art direction and photography to ease the eyes...copy and words straight from the core of the heart. Thank you.

sutho's picture
sutho
92 pencils

Sorry,

Done by Paul Arden.

For British rail.

They look exactly the same except they used caps and lower case.

Refer to DADA annual circa 1990's

thirty6chambers's picture
thirty6chambers
1464 pencils

yep. i thought this was the british rail ads posted for the archive.

Chris's picture
Chris
1987 pencils

why so many excecutions,
far out man.

these remind of those cheesy posters you find in gyms, offices. determination , persistence etc...

Rog's picture
Rog
6094 pencils

BAAAAAAAAAAAMMMMMMMMMMMMMMMMMM!

That's not an ad. THIS is an ad.

>>>> That's not an ad. THIS is an ad.

Chris's picture
Chris
1987 pencils

wtf

Rog's picture
Rog
6094 pencils

I agree with you, mate. (excuse my over enthusiasm)

Your motivation poster observation... amidst the rampant adulation

>>>> That's not an ad. THIS is an ad.

teenie's picture
teenie
1894 pencils

I love the copy right up until the end, then it kind of falls flat for me. But until "far, far behind" I had butterflies. "You are the sum of your moments" - brilliant! I want to hang that on my office wall.

Fractal Rene's picture
Fractal Rene
65 pencils

This is a great campaign, the text really gets into you... nice writing.

Rog's picture
Rog
6094 pencils

Glad you enjoyed it, Fractal. Seriously.
We all dug this feel, the first time we saw it.

"It's Mabo. It's land rights. It's the VIBE, your honour!"

>>>> That's not an ad. THIS is an ad.

Doberman's picture
Doberman
48 pencils

Very very nice.

Besha's picture
Besha
299 pencils

I love the copy but it can apply to a LOT of brands!

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