Everything is illogical in this spot for Lexus hybrid cars

Ad by The&Partnership features some intriguing VFX

Published On
Jul 10, 2019

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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