LEXUS "SILENT ONES"

INSIGHT:

Lexus has a range of hybrids. They use petrol and electricity at the same time which results in them being silent.

IDEA:

I devised a campaign to highlight that Lexus Hybrids are silent. English has silent letters, so I used this fact to highlight Lexus' Hybrid range. I took English words with silent letters and replaced the silent letter with the car to bring home the ad. The idea grew to the point where we created a radio series where we pronounced silent letters to show that somethings are better silent.