is an aspiring copywriter based in Minneapolis. (This is his portfolio 👋)
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Print (Magazine)

A magazine ad promoting the Lexus LC 500 with text describing its new design features. The original ad's text (lower-left) effectively communicates the new model's points of interest, but I found the lead-in (and some of the other language) fell flat. For my revisions, I tried to make the text more lyrical without bogging it down. I also slightly altered Lexus's tagline "Experience Amazing" to continue the theme of looking forward to the future. 

Original Ad (Print) / Lexus LC 500

Spec Ad (Print) / Lexus LC 500 


HEADLINE:
INTRODUCING
THE REVOLUTIONARY
LEXUS LC 500

SUB-HEADLINE:
Breaking all the rules
never looked so good.

COPY:
History was never made by obeying the status quo. With 10-speed Direct-Shift transmission, near-perfect weight distribution, and an innovative suspension system that accommodates 21-inch wheels within a low, aerodynamic profile, the LC is our refusal to accept “No” for an answer. The first seat design was technically perfect, but we never compromised: only with the 50th seat prototype did we find a perfect match for the game-changing LC driving experience. We dreamed wildly and aimed high, resulting in a rare balance of innovation and exemplary sophistication. A refinement you’ve never felt. A music you’ve never heard. And a feeling you will not soon forget. Meet the the first-ever 5.0-liter V8 Lexus LC 500 and Multistage Hybrid LC 500h. Meet the future of Lexus. The future of amazing.


ORIGINAL AD COPY

HEADLINE:
INTRODUCING
THE FIRST EVER
LEXUS LC 500

SUB-HEADLINE:
What started as pure concept,
launched a new era of
performance and design.

COPY:
The LC 500 is a near collection of visionary ideas. 10-speed Direct-Shift transmission. Near-perfect weight distribution. An innovative suspension system that defies conventional logic, accommodating available 21-inch wheels within a ground-hugging profile. The LC is also an uncompromising approach to design. Although the first seat design was technically perfect, it was the 50th prototype that had the exact fit and feeling to complement the unique LC driving experience. This intense dedication to craftsmanship and innovation results in a level of refinement you've never felt. A sound you've never heard. And a feeling you have yet to experience. Introducing the first-ever 5.0-liter V8 Lexus LC 500 and Multistage Hybrid LC 500h. Experience the future of Lexus. Experience Amazing.

 

thoughts, ideas, etc:

 The original LC 500 ad effectively communicates the new model's points of interest, but I found that the lead-in (and some of the other language) fell flat. For my spec ad, I tried to make the text slightly more lyrical and introduce a collective "we" as the voice of the ad. I also altered Lexus's tagline "Experience Amazing" to continue the theme of looking forward to the future.