Sum of your moments

Agency Network: 
March 2007

Print advertisment created by Dentsu, Canada for Lexus, within the category: Automotive.

Advertising Agency: Denstu, Canada
Executive Creative Directors: Glen Hunt, Bill Parker
Creative Director: Glen Hunt
Copywriters: Bill Parker, Matt Williamson, Glen Hunt
Art Director: Boris Matas
Photographers: Nadav Kander, Stockland Martel
Production Manager: Gary Hutchinson
Typographer: Tom Cochrane
Account Supervisor: Scott Morden

Comments (28)

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raaviiii's picture
Activity Score 39

too much copy is not in fashion. rest there is nothing to appreciate. 2/10. who have time to read this much. try something good.

B128's picture
Activity Score 392

I like the copy. I really don't mind copy that's engaging in a typeface that's easy to read.

Thiago Aranha's picture
Thiago Aranha
Activity Score 121

People who read will have time to read "that much"... If you think that a little bit more than half a page of copy in huge, easy-to-read typeface is "this much" copy, maybe you should read more...

Zuco's picture
Activity Score 56

Some copys are better than others but in the overall it's pretty good.

There is not such thing as long or short copy, there is goog and bad copy. Too much copy is out of fashion, please get serious.

You dont have time to read but you have time to read the comments on ads?

saymawa's picture
Activity Score 46

Damn. Better quit my job then.

picturejockey's picture
Activity Score 658

Very nice thought but how is a Lexus going to help me do any of this?

me thinks's picture
me thinks
Activity Score 722

Excellent copy. Every word.

And who said " too much copy is out of fashion" ?

deep_tracy's picture
Activity Score 588

the others are ok. this is not. every line is a cliche. hallmark cards have better copy than this.

and 'pursue the moment' is kinda close to 'just do it', don't you think?

anyway, i can easily imagine this campaign as tv.

Rog's picture
Activity Score 6080

Right with you, deep-tracy.
Are these meant to be 'personal' small space classified ads?
The copy feel is generic, 'break free' (exactly, 'just do it!') diatribe.
The only ad that says it in this campaign does so with no copy at all.

"It's Mabo. It's land rights. It's the VIBE, your honour!"

>>>> That's not an ad. THIS is an ad.

hang-the-dj's picture
Activity Score 1262

Yep. I've seen more inspiring copy on a cheap wall calender at my mother-in-law's house.

This is lame, trying way too hard to 'tap into an emotion'.

JTW926's picture
Activity Score 184

great copy, to the heart!

kalpesh78's picture
Activity Score 2578

its a great respite from 'visual-visual ads' good thought.

ideas....30 minutes nahi toh free.

purplesimon's picture
Activity Score 473

Some of them work better than others.

I've used similar approaches on jobs in the past so I know it's nothing mind-blowingly new. However, this type of copy job is a writer's dream gig, IMHO.

No fixed abode's picture
No fixed abode
Activity Score 380

"or fall deep deep in love"...? Grammar please. Not good.

Nice call with the hallmark. There is a fine line to tread between being aspirational and being wanky. This is on the wrong side for me.

me thinks's picture
me thinks
Activity Score 722

You need grammar? Go to your English professor.

We’re copywriters, our job is to invite, inform, influence and inspire people to read the copy and not to teach people correct usage of punctuations.

teenie's picture
Activity Score 1894

Totally disagree. Grammar and punctuation enable us to lead the reader/consumer where we want them to go. Once people trip over bad spelling or wrongly placed comma, you've broken the spell.

Ant's picture
Activity Score 64

Art direction and photography to ease the eyes...copy and words straight from the core of the heart. Thank you.

sutho's picture
Activity Score 92


Done by Paul Arden.

For British rail.

They look exactly the same except they used caps and lower case.

Refer to DADA annual circa 1990's

thirty6chambers's picture
Activity Score 1464

yep. i thought this was the british rail ads posted for the archive.

Chris's picture
Activity Score 1935

why so many excecutions,
far out man.

these remind of those cheesy posters you find in gyms, offices. determination , persistence etc...

Rog's picture
Activity Score 6080


That's not an ad. THIS is an ad.

>>>> That's not an ad. THIS is an ad.

Chris's picture
Activity Score 1935


Rog's picture
Activity Score 6080

I agree with you, mate. (excuse my over enthusiasm)

Your motivation poster observation... amidst the rampant adulation

>>>> That's not an ad. THIS is an ad.

teenie's picture
Activity Score 1894

I love the copy right up until the end, then it kind of falls flat for me. But until "far, far behind" I had butterflies. "You are the sum of your moments" - brilliant! I want to hang that on my office wall.

Fractal Rene's picture
Fractal Rene
Activity Score 65

This is a great campaign, the text really gets into you... nice writing.

Rog's picture
Activity Score 6080

Glad you enjoyed it, Fractal. Seriously.
We all dug this feel, the first time we saw it.

"It's Mabo. It's land rights. It's the VIBE, your honour!"

>>>> That's not an ad. THIS is an ad.

Doberman's picture
Activity Score 48

Very very nice.

Besha's picture
Activity Score 295

I love the copy but it can apply to a LOT of brands!