"Hey, guys, can you help out with the launch of a new car?" "Sure." "Cool. It's called the Element." "Great." "And it looks like a box." "Oh." After seeing it, we agreed, and decided to launch the car by showing off what it can do. It had tons of features, and we didn't want to shy away from that. What better way than by showing the intended target doing their thang, using the Element as a frame for each of the weekend extravaganzas. The second year's tv and print continued the practical usefulness by using the megabloks, which are the king of practicality, along with the line "Every Piece has it's Purpose."
CD – Jim Real & Stephanie Arculli
AD – Nathan Crow / CW – Camille Sze