They say great advertising either makes the ‘strange familiar’ or the ‘familiar strange’ – either way it’s about drawing attention and interest. So, when it came to drawing attention to something as functional as Lexus’s Park Distance Control system… that’s exactly what we did.
To highlight the benefit of the system, we (literally) reframed the scrapes and scratches left by cars in high-end parking areas as curated works of abstract art. By adopting art-world-adjacent language, we transformed these accidental artworks into a unique gallery experience for affluent customers.
Not only did this guerrilla approach highlight Lexus’s superior technology; it turned an everyday space into an unexpected statement in the most unexpected places (including the Cape Town Art Fair) but it deepened the brand’s connection with art and their long-term sponsorship of the event and reinforced its brand identity of elegance and craftsmanship, without resorting to automotive marketing tropes.
This wasn’t just an ad. It was a reflection of Lexus’s ability to create beauty and purpose, even in the most unlikely places.