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Category
Innovation in Radio / Single
Annual ID
150429A
About the Work
Our challenge was to demonstrate the Adaptive Headlights feature on the flagship Lexus LS model in a non-visual medium – radio. The benefit of having adaptive headlights on your vehicle is that they, as the name implies, adapt the angle of the beam according to where you are steering. Hence your lights will illuminate what is coming up ahead, even if you are going around a corner. Our solution to demonstrate, using only audio, of seeing what was coming up ahead, was to break the conventional radio commercial norm by creating an ad in three parts that is aware of the commercials following it. We enlisted the help of our media partner to secure the unconventional space and worked with clients within our agency’s stable to ensure the legitimacy of the other ads in our “spot”.
2015 Awards
Total Points: 5
Merit
Credits
Agency
FCB South Africa (PTY) LTD / Johannesburg
Production Company
Sonovision / Johannesburg
Chief Creative Officer
Brett Morris
Creative Director
Tian Van Heever
Executive Creative Director
Jonathan Deeb
Sound Designer
John Culverwell
Writer
Melusi Mhlungu
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