Lexus - Tergend dichtbij

Introduction campaign

The countdown for the introduction of the Lexus CT200 has started.

Lexus took a sharp turn away from the usual car ad clichés—no dramatic beauty shots, no long lists of features. Instead,
the "Agonizingly Close" (Tergend dichtbij) campaign for the CT 200h tapped into that unbearable, itchy anticipation
of waiting for something you *really* want.

Like a kid staring at presents before Christmas, the campaign teased audiences in the lead-up to the March 1 launch.
And it worked—by May, Lexus had already blown past its 2011 sales target by 60%.

No hard sell, no spec overload—just pure, playful tension. The result?
A Bronze Effie and proof that sometimes, making people *wait* is the best way to make them want.