Quicktime
Lexus, h, commercial.
BNS, Los Angeles, 2003
This is a rather poetic tease that reveals the letter H as something mysterious, powerful and new. That letter, previously unclaimed by carmakers, can then be connected with the fabulous promise of hybrid technology and, ultimately, to the Lexus brand. The agency had made an animatic with simple fades to figure out the pacing and tone of the spot, and had already found music for it. The use of poetic language, literary references and mysterious premise seems to call for simple, restrained, sophisticated typography that can be appreciated by the connoisseurs in the audience. More obvious and practically speaking, the car had not been released yet, so there was not any footage to be shown. However, even imagery that is not just the car, imagery of an abstract or metaphorical nature, would have taken the power away from the written word and the promise expressed in the script.