“We are living in an era of monumental change. in this digital age, new ways of earning power have emerged and power is now held by an increasingly diverse range of people.” It’s an idea – let’s call it an opportunity – that will impress a select group of people. That group is Lexus’ target market. The&Partnership has connected this new kind of power – power that can come from being technologically advanced, empathetic, dynamic, connected and by being a positive influence within society and to those around you – to Lexus in its campaign for Lexus Europe.

Owen Peacock, general manager, brand and communications, Lexus Europe, stated, “The new Lexus RX Self- Charging Hybrid is our most dynamic, technologically advanced and distinctive large SUV yet. In a segment traditionally dominated by diesel the new Lexus RX represents a different kind of power.”

The hero film, which was shot in Belgrade, Serbia, describes the many influences that have previously shaped our lives and asks us to question what we believe power to be.

Micky Tudor, executive creative director, The&Partnership London, explained, “This ad rises above the car category and questions society’s preconceptions of what power really means today. The new Lexus RX Self-Charging Hybrid glides through a city riddled with symbols of old power. Before quietly and powerfully leaving it all behind.”

Stink director, Salomon Ligthelm, shot the campaign. “I think we are in a new age of car design – being focused on the future and how our choices affect the next generations – this is something I really want to stand behind and I believe that this work reflects and captures this. The narrative is very simple and succinct, but punchy. We’re always looking for ideas that transcend the car genre, they’re hard to come by, this was a rare exception.

“It makes a huge difference when the client and agency trusts you to make the best possible work – it was a pleasure working with Lexus and The&Partnership on this project.”

Sadly, the ad, which is otherwise visually impressive, is dotted with product feature sequences. Oh well.

https://youtu.be/C16dJCJkHuU

Credits

Agency: The&Partnership
Executive Creative Directors: Micky Tudor & Yan Elliot
Creative Partner: Dave Bedwood
Creatives: Dan Dehlavi / Hayley Hammond
Head of Art: Marc Donaldson
Planner: Matt Bamford-Bowes
Executive Producer: Charles Crisp Producer: Lana Connolly
Junior Producer: Hannah Greene

Chief Executive Officer: Sarah Golding
Business Director: Benedict Pringle

Production Company: Stink
Director: Salomon Ligthelm
Executive Producer: Jon Chad
Producer: Tom Farley
Director of Photography: Nicolas Karakatsanis

Editing: Emma Backman  @ Metal Edit
Audio: Sam Robson @ 750mph
Music Company: Native TBC

VFX: Framestore
Executive Producer: Chris Gray
Senior Producer: Sophie Harrison
Producer: Alexia Patterson
CG Lead: Charlie Bayliss
2D Lead: Tim Osborne
Colour Grade: Simon Bourne

Brand: Lexus Europe
Senior Manager Brand & Communications: Vincent Tabel
Manager Brand & Communications: Colin Walker