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Lexus LS

When Cadillac began having recall issues, Lexus aimed to replace it as the luxury car of choice in the African American market. Lexus needed a way to resonate in that market. We tapped into the phrase "Pride and Joy."

Project Roles
Copywriter
Company
Lexus
Skills
Conceptual, Copywriting, Editing
Media
Advertising, Commercials - Broadcast, Commercials - Video
Project Industries
Automotive
Lexus LS