With it's latest spot "Pop-Up Book," Lexus continues its journey through moveable landscapes that started with Hydrant
as part of its "Actively Safe" campaign. Wisely choosing not to get pulled into a back alley cup holder-related beef with Hyundai, Lexus took the high road and brought in Stylewar to remind us just how fun pop-up books can be. Especially 30-foot pop-up books. They're so fun, in fact, that the agency is in the process of producing actual Lexus pop-up books to plant smiles on faces in Lexus dealer waiting rooms everywhere.
We spoke to art director Kevin Smith and copywriter Dave Horton about staying actively safe, the gargantuan play book and why car ads don't have to be boring.