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Lexus Defies All Logic with Mind-Bending Hybrid Campaign

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The&Partnership launches its second pan-European campaign of 2019 for Lexus Europe

Lexus Defies All Logic with Mind-Bending Hybrid Campaign

Lexus Europe and The&Partnership have launched their second pan-European campaign of 2019, this time for the manufacturer’s range of Self-Charging Hybrid vehicles. Appearing across European territories, the creative informs viewers how the batteries of the electric motors of Lexus Self-Charging Hybrid vehicles charge as they drive. The range of vehicles hopes to appeal to increasingly environmentally-conscious city-dwellers who want an electrified vehicle without the hassle of plugging in.

Vincent Tabel, senior manager brand and comms, Lexus Europe, says: “When you say hybrid, many people still assume that means you need to plug-in the vehicle. With Lexus Self-Charging Hybrid technology that’s not the case. The ‘Hybrid that Defies Logic’ concept is a simple and engaging way to inform our audience of that. With Self-Charging Hybrid engines available across all of our sedan, SUV and coupé car ranges, Lexus has a wider range of hybrids than any other luxury manufacturer.”

The centrepiece of the ‘The Hybrid that Defies Logic’ campaign is a 40-second advert directed by Dan Marsh, of Man vs Machine through UK production house, Friend. Shot in Barcelona on an Alexa XT and Alexa Mini, we are presented with a series of illogical scenarios, that sees Lexus Self-Charging Hybrid vehicles glide through each bizarre sequence; a girl on a swing upside down, rain falling within an umbrella, people walking backwards. The car is exactly as it should be – it’s everything else that’s out of the ordinary. 

“If the Self-Charging Hybrid technology that’s used in a Lexus were available for a mobile phone, no one would believe it - the more you use it the more it charges? It's completely illogical. For this ad we created several illogical visual illusions - the twist being that the illusion for the hybrid battery is actually true.” said Dave Bedwood, creative director, The&Partnership.

Man vs Machine director Dan Marsh added: "We were really encouraged by the idea of building a new world for the Lexus brand — a world that is elegantly restrained, yet crafted. The scenes are all designed to be graphically legible, while embracing the subtle imperfections of the real world for a blend of the uncanny and the authentic not found in many car ads. And we always looked to achieve this while artfully integrating product — either as a feature of the scene or a confidently staged prop."

This new campaign follows on from the ‘Sunrise to Sunrise’ launch earlier this year, and, just like its predecessor, will also go live across premium AV, OOH and digital channels, delivering clever and innovative storytelling to a new audience of drivers ready to make the leap to hybrid without sacrificing any style.

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Brand: Lexus Europe

Senior Manager: Vincent Tabel (Brand & Communications)

Post Production / VFX

Post Production Company: Electric Theatre Collective, Chimney (Stills Post Production/CG)

VFX Supervisor: Ryan Knowles

Colourist: Luke Morrison

Producer: Matt Williams


Sound Company: 750 MPH

Sound Engineer: Sam Ashwell

Creative Agency

Creative Agency: The&Partnership London

Executive Creative Director: Yan Elliott, Micky Tudor

Creative Director: Dave Bedwood

Creatives: Hayley Hammond, Dan Dehlavi

Producer: Rick Carter

Creative Strategist: Matthew Bamford-Bowes (Lead)

Head of Film: Charles Crisp

Business Director: Benedict Pringle

Account Director: Cat Lynch

Media Agency

Media Agency: The&Partnership London

Account Manager: Frida Lundell (International)

Media Client Lead: Iain Bignold

Planning Director: Dale Griffiths

Production Service

Production Service Company: Smile, Barcelona

Production Company

Production Company: Friend

Director: Man vs Machine

Producer: Richard Fenton, Sara Nouman @ Mana Media (Photography)

DOP: Alex Barber

Line Producer: Jonas Hendrix

Art Director: Laura Sabat

Photography: Daniel Blom


Composer: Roam the Bleak

Music Supervision: Dave Goulding @ Be Norway

Publisher: Five Missions More (Publishing and Master Rights)

Writer: James Oxborrow


Edit Company: Final Cut

Editor: Joe Guest

Genres: People, Visual VFX, Scenic

Categories: Automotive, Cars

The&Partnership, Mon, 08 Jul 2019 13:11:53 GMT