In a few words, tell us about your role in the creation of "Stunned"
I’m an Executive Creative Director at Team One overseeing and guiding this amazingly talented team of Creative Directors, Creatives, Producers and account who – in collaboration with our clients – deserve all the credit for this campaign. I think they’ve done an amazing job.
What was the original brief for this campaign?
We’re now in our 19th year with the Lexus December to Remember campaign. The thrill of giving or receiving a Lexus as a family holiday gift is a theme that has stayed fairly consistent over the years. The challenge is to always find surprising and relevant ways to present that theme. This year the brief was rooted in linking the gift of a Lexus with our favorite Holiday memories, which just so happen to be when we were children.
What inspired you to approach the campaign this way?
There was one nugget the strategy team found, which was that we tend to have our most amazing holiday experiences around the age 9. So, with that in mind, why not create something that brings out the inner child in you. We don’t really grow up; the toys just get slightly bigger.
How difficult was it to sell the idea to Lexus?
We never really try to sell an idea. We have a long-standing partnership with Lexus and their dealers, and the creation of a campaign goes hand in hand from strategy to execution. It’s a team effort.
What was the biggest challenge you faced during the process?
The key part was finding the right kids and an amazing director to bring the best out of them in front of the camera. We were lucky to be able to work with director Autumn de Wilde this year and she was great with kids and wonderful to work with.
What did you learn from the experience?
A simple idea, well executed, wins.
What do you think the advertising industry's New Year’s resolution should be?
Create more content people enjoy and seek out. Less pushing products and more pulling people in.
What is your favorite holiday campaign of all time?
One of my favorites was for a German Supermarket EDEKA called “Heimkommen” back in 2005. It told the story of an older gentleman who received voicemails form his family members saying they can’t make it this year to see him because they were all too busy. It was a great observation into modern day society and a good reminder to spend time with your loved ones. The work didn’t try to sell you anything but pulled you into the brand.