Changing how people think is difficult. There’s an emotional element to why people stick with what they already “know”. Lexus Europe and The&Partnership have taken on emotional resistance using curiosity and fascination – with a film that talks about defying logic, not about a hybrid car that charges itself as it drives.
That film is visually exciting, references environmentally issues subliminally and makes challenging what people think they know fun. It’s also entertaining. That’s a win-win-win-win for Lexus. It puts the Lexus in a series of illogical situations like a girl on a swing in a world that’s upside down, rain falling within an umbrella and a lawn mower that makes the grass taller. In each scenario, the car is exactly as it should be. It’s everything else that’s out of the ordinary.
“If the Self-Charging Hybrid technology that’s used in a Lexus were available for a mobile phone, no one would believe it – the more you use it the more it charges? It’s completely illogical. For this ad we created several illogical visual illusions – the twist being that the illusion for the hybrid battery is actually true,” stated Dave Bedwood, creative director, The&Partnership.
The film is the centrepiece of the second pan-European campaign of 2019 by The&Partnership for Lexus.
Vincent Tabel, Senior Manager Brand & Comms, Lexus Europe, commented, “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. With Self-Charging Hybrid engines available across all of our sedan, SUV and coupé car ranges, Lexus has a wider range of hybrids than any other luxury manufacturer.”
The 40 second film was directed by Dan Marsh, of ManvsMachine through UK production house, Friend, and shot in Barcelona on an Alexa XT and Alexa Mini.
Dan Marsh commented, “We were really encouraged by the idea of building a new world for the Lexus brand — a world that is elegantly restrained, yet crafted. The scenes are all designed to be graphically legible, while embracing the subtle imperfections of the real world for a blend of the uncanny and the authentic not found in many car ads. And we always looked to achieve this while artfully integrating product — either as a feature of the scene or a confidently staged prop.”
Media was managed by The&Partnership.
The electric motor battery within a Lexus Self-Charging Hybrid vehicle charges whenever you decelerate or brake, making it perfect for stop-start city traffic. Further to that, when driving at low speeds the Self-Charging Hybrid vehicles can even be driven with the engine off, meaning zero emissions. Research has shown many people are interested in the many benefits owning a hybrid brings (less road tax and fuel consumption, so friendly for both the environment and wallet). However, they are put off by the belief they’ll constantly be worrying about charging the battery and would need to change their habits to drive one.
The film is the centrepiece of the second pan-European campaign of 2019 by The&Partnership for Lexus hybrid cars and like its predecessor, will run across premium AV, OOH and digital channels.
Agency: The&Partnership London
Executive Creative Directors: Yan Elliott & Micky Tudor
Creative Director: Dave Bedwood
Creatives: Hayley Hammond & 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: Friend
Director: Man vs Machine
Facility Company: Smile, Barcelona
Line Producer: Jonas Hendrix
Producer: Richard Fenton
DOP: Alex Barber
Art Director: Laura Sabat
Editing: Joe Guest @ Final Cut
Post Production: Electric Theatre Collective
VFX supervisor: Ryan Knowles
Colourist: Luke Morrison
Producer: Matt Williams
Sound: Sam Ashwell @ 750 MPH
Music Composer: Roam the Bleak
Music Writer: James Oxborrow
Music Publishing & Master Rights: Five Missions More
Music Supervision: Dave Goulding @ Be Norway
Photographer: Daniel Blom
Producer: Sara Nouman @ Mana Media
Stills Post Production & CG: Chimney
Media Agency: The&Partnership London
Senior Manager Brand & Communications: Vincent Tabel