RX "FREE"
ECD – Amanda Abrams
ACD Art – Steve Hanlon
ACD Copy – Scott Ivener
Producer – Amy Gershwin
Director – Fredrik Bond
DP – Ben Seresin
Editor – Jim Haygood (Union)
VFX – a52
The Problem: The Lexus RX had always been positioned as a family car, but with the new, three-row TX entering the picture, it was time for the RX to take an alternative route.
The Solution: We open our spot on what appears to be a classic Hallmark moment, but then things take an unexpected—and kind of humorous— turn. This spot is designed not just for parents but empty-nesters, based on an insight that only they could relate to.