The automotive aftermarket category is made up of the most demanding car enthusiasts. They treat their cars like family heirlooms that need to last for generations. Advertising in the category typically featured a product shot next to a legendary automobile. VWA set out to change the conversation. Lexol leather products contained some of the most technologically advanced formulations on the planet. VWA’s print campaign makes the product the hero and differentiates Lexol from the competition.