The Relentless Pursuit of…Safety?

THE SITUATION
Lexus has always been synonymous with adjectives such as “luxury,” and “performance.”

One word that was never top of mind: “safety.” It was our task to change that.

THE SOLVE
A series of moments — not ads — that show what people do while they’re driving…besides driving.

The spots drove traffic (😬) to LexusSafety.com, a site full of driving tips and safety demonstrations proving how Lexus can hold its own against BMW, Mercedes and Volvo in this arena.

At its peak, the site drew 11 times more traffic than Lexus.com