Everything is illogical in this spot for Lexus hybrid cars
Ad by The&Partnership features some intriguing VFX
Editor's Pick
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.
Credits
- Date
- Jul 10, 2019
- Client :
- Lexus
- Agency :
- The&Partnership
- Executive Creative Director :
- Yan Elliott
- Executive Creative Director :
- Micky Tudor
- Creative Director :
- Dave Bedwood
- Creative :
- Hayley Hammond
- Creative :
- Dan Dehlavi
- Creative Strategy Lead :
- Matthew Bamford-Bowes
- Head of Film :
- Charles Crisp
- Producer :
- Rick Carter
- Business Director :
- Benedict Pringle
- Account Director :
- Cat Lynch
- Production Company :
- Friends
- Production Company :
- Smile
- Line Producer :
- Jonas Hendrix
- Director :
- Man vs Machine
- Producer :
- Richard Fenton
- Director of Photography :
- Alex Barber
- Art Director :
- Laura Sabat
- Editing House :
- Final Cut
- Editor :
- Joe Guest
- Post House :
- Electric Theatre Collective
- VFX Supervisor :
- Ryan Knowles
- Colorist :
- Luke Morrison
- Producer :
- Matt Williams
- Sound House :
- 750 MPH
- Sound Engineer :
- Sam Ashwell
- Music Composer :
- Roam the Bleak
- Music Writer :
- James Oxborrow
- Music Publishing & Master Rights :
- Five Missions More Ltd.
- Music Supervision :
- Dave Goulding
- Music Supervision :
- Be Norway
- Photographer :
- Daniel Blom
- Producer :
- Sara Nouman
- Producer :
- MANA
- Stills Post Production/CG :
- Chimney
- Media Agency :
- The&Partnership
- Media Client Lead :
- Iain Bignold
- Planning Director :
- Dale Griffiths
- International Account Manager :
- Frida Lundell
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