Lexus employs some eye-catching illusions in its new pan-European campaign for its self-charging hybrid cars, to get across the message that the models "defy logic."
The ad, by The&Partnership, shows various sequences that don't quite make sense: a girl upside down on a swing, rain inside an umbrella, a lawnmower that seems to be making the grass grow, a street that suddenly shifts from uphill to downhill.
It's designed to explain to viewers that a hybrid doesn't need to be plugged in to a charging point to charge—which, according to Lexus, is still a misconception. According to Vincent Tabel, senior manager brand & communications, Lexus Europe: “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."
The spot was directed by Dan Marsh at ManvsMachine through U.K. production house Friend and was filmed in Barcelona. Electric Theatre Collective was behind the VFX.