Phuket, Thailand
Résumé
Only 11 Lexus LC 500s were hitting Singapore, and we needed to make people want the thing like their lives depended on it. So, we did what any slightly unhinged creative would do: we censored the sexiest car Lexus had ever built. Everywhere. On fifteen-second teasers, on YouTube pre-rolls, even in Google Images. We literally worked with Google to flood the first couple of pages with pixelated shots. Even the showroom windows were covered in pixelated glass. People could see the glow inside, but not the car itself.
Why? Because people want what they can’t have. Tell someone they can’t look, and all they want to do is stare. It’s classic forbidden fruit. Humans are wired to chase the thing behind the curtain, especially when everyone’s telling them “don’t peek.” Unbox Bold wasn’t just a campaign name, it was the payoff. We boxed up the most beautiful car on the road and dared Singapore to try and see it.
Then came launch day. We dropped the curtain across every channel: TV, digital, social, showroom. The LC 500, finally uncensored. And yeah, hundreds of people showed up at the dealership just to see the thing in the flesh.
After that, we did what you’re supposed to do with a car like this: we got tactile. “Unbox Bold” became “Feel Bold,” “Hear Bold,” “Smell Bold.” We turned every sense into a reason to want this car. Here are a couple of those follow-up films.