Lexus International recently unveiled a global campaign titled “Lexus Electrified,” which envisions an electrified world in a series of short films that emphasise both Lexus’ electric future and pioneering history as the leader in the hybrid-electric space. The campaign follows Lexus’ revolutionary all-electric concept car, the LF-30, through bold, modern environments, to then reveal the current Lexus Electrified range, demonstrating that the innovative thinking behind the LF-30 also prevails in the brand’s electrified vehicles today. The campaign was created with a UK advertising agency, The&Partnership, as well as the award-winning director Jaron Albertin together with the creative, Academy-Award-winning production studio - The Moving Picture Company (MPC).
Lexus launched the world’s first premium hybrid electric SUV in 2005; there are now 1.9 million Lexus electrified vehicles on the road. The brand’s innovative spirit is brought to life in the campaign by the LF-30 concept car, which embodies the intuitive luxury that the marque is known for. Lexus’ leadership in the current electrified landscape today is demonstrated by showing UX, RX, NX and ES, which along with LS, LC, IS and LM display the global line-up of exciting Lexus Electrified vehicles available today.
Locally, Lexus is the leader of alternative-fuel vehicles, thanks to its extensive hybrid model line-up. Within the Lexus range are 10 models, and five have one or more hybrid derivatives, making hybrid more accessible than ever.
Lexus Sales and Marketing Vice President, Glenn Crompton says: “Expanding our hybrid line-up was a natural progression for the brand; we have also seen increased customer demand and interest over the recent year. And, the results speak for themselves - in 2019 Lexus commanded a 39 percent market share of all hybrid and electric sales in the premium sector in SA. The greater number of Lexus customers purchasing hybrid vehicles now get to enjoy the luxury of choice, exceptional fuel economy and the dynamism of hybrid driving.”
Brian Bolain, Global Head of Brand Management & Global Marketing, Lexus International reinforces this sentiment: “This future-facing campaign reinforces our position as a visionary leader in electrification. It reflects the pioneering and innovative ethos of Lexus, that has been crafting seamless performance through electrification for over 15 years.”
The social-first campaign includes a series of short social films and carousels that highlight key areas of innovation for Lexus. All assets contain the overarching message that with Lexus, you don’t have to imagine an electrified future; the Lexus signature human-centered approach to technology has been poured into every Lexus Electrified vehicle for years.
Yan Elliott, Joint Executive Creative Director, The&Partnership London said: “Building Lexus’ vision of the future in CGI with Jaron Albertin and MPC was a complete creative joy. As pioneers of electrification, we knew Lexus’ World had to be exciting and future-facing but also grounded in reality, just as the brand’s innovative approach to electrification is.”
Lexus International, The &Partnership London, MPC and Smuggler faced the inevitable and universal challenges of producing and delivering a campaign during COVID. However, MPC’s industry-leading technology and innovation meant that the process was smooth and often in real-time. The result is captivating work that delivers in all respects.
The full campaign, spanning films, social carousels, digital banners and imagery, will be promoted on VOD, social media, in online displays and live on Lexus websites. With assets tailored to individual markets’ needs, the campaign delivers on an international scale.