BUF, the internationally acclaimed animation firm in Paris (France) that has provided special effects for many global brands and feature films including Batman – The Dark Knight, joined forces with local agency Draftfcb Johannesburg and production house Velocity to create an inspiring television commercial for the new generation Lexus RX.
The new ad focused primarily on the Lexus RX450h. The objective was to showcase its design features while demonstrating its hybrid technology. To achieve this, Draftfcb Johannesburg’s creative team of executive creative director, Grant Jacobsen, creative director (art direction) Leon Moodley, and creative director (copywriting) Erin Brooks linked one of South Africa’s most spectacular displays of natural beauty – the Namaqualand flowers – with the Lexus RX450h, thereby highlighting its elegant design and its environmentally friendly hybrid qualities.
It took six weeks for the campaign to be completed and it will flight between August and October this year. The background score was composed and produced by Audio Militia’s Paul Norwood and Craig Hawkins.