How to keep surprising our target?

To communicate Lexus's "Lexus Relax" guarantee, we decided to tell the story through a resource that doesn’t rely on any insight, but something even more real. The ability of this extendable 15-year guarantee to surprise anyone – even trucks.

In the sequence shot, we see a Lexus NX driving along a road while a voiceover explains the guarantee, causing every truck that passes by to react to it.

Simply WOW.