Ahead of the launch of the All-Electric Lexus UX, Lexus Europe and The&Partnership London have created a campaign highlighting the key benefits of the new vehicle. The car is Lexus’ first all-electric vehicle and will go on sale across Europe at the start of 2021. Appearing across European territories, this pre-launch campaign offers a tempting glimpse into how Lexus have approached the electrified future, available soon in the UX 300e.
Owen Peacock, general manager brand and communications, Lexus Europe says: “At Lexus we craft every detail of our cars around how it makes the driver feel; comfort, control, exhilaration, confidence. We have spent over 15 years leading the market with our hybrid electrified vehicles, and our new All-Electric UX demonstrates the innovative Lexus experience.”
In collaboration with leading digital designer, Chris Labrooy, The&Partnership has concepted a luxurious home environment. The house contains lifestyle objects and artefacts – made from parts of the All-Electric Lexus UX. which are metaphors for the vehicle’s product benefits.
How it feels to drive: Exhilarating yet smooth. The UX’s acceleration is highly responsive, yet seamlessly smooth. The car’s low centre of gravity keeps it feeling stable, gliding forward powerfully. This is conveyed by a futuristic, electronic exercise bike: its wheel speeds up and slows down with a controlled exhilaration.
How it feels inside: Serenely comfortable. Noise absorbing materials have been placed around the car’s wheels, windows and underside, soaking up any road sounds traditionally masked by an engine. It has luxuriously crafted interior trims and the widest field of vision in its class. This is envisioned by pair of high-fashion concept sneakers. They bounce on the spot in a comfortable, serene fashion. Cushioning and quiet.
How it feels to own: Peace of mind. Lexus have been powering hybrid cars with batteries for over 15 years, and this expertise means the All-Electric Lexus UX’s battery comes with a reassuring 10-year EV battery Extended Care. This feeling of peace of mind is visualised through a futuristic record player and holographic disc, playing relaxing music before panning to the car.
Chris Labrooy says: “Building these films for Lexus was an exciting prospect. I was able to draw on a wealth of iconic materials and textures from the UX 300e itself to help craft a suite of highly futuristic objects. Doing this project has left me with an even greater appreciation of the detail and craft invested in their products”
The campaign will run on social and digital channels, providing content to engage people who’ve expressed an interest in the All-Electric Lexus UX and encouraging the public to pre-order their vehicles before the car goes on sale.