Emperor’s new clothes

Spark - © Graham, Creative Commons licensed, via LfickrMarketing these days seems to be in a rut. I am amazed at the ideas some companies use to represent their goods and services.

Lexus, for example, has a new crossover vehicle that they are trying to sell with the slogan, “Go Beyond Utility.”


The closing line of their ad says, “”Once you go beyond utility, there’s no going back.”

What does that even mean?

Lest you think I am saying that I’m a creative genius, I don’t have a quick and easy suggestion for a better campaign to sell the new Lexus NX crossover. And I understand that true creativity is an art more than a science. Great ideas don’t come always quickly to even the most creative person.


  1. The Emperor’s New Clothes is a wonderful story from 1837 that illustrates how the ruler of a large land is swindled into believing nothing is the best something ever.
  2. The sparks photo is courtesy of Graham on Flikr, and is used through a Creative Commons license.
  3. The new NX is a repackaged Toyota RAV. Car and Driver magazine gives it 3 out of 5 stars. Maybe that’s why the creatives had a hard time coming up with a good idea to sell the car.

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