What will define the electrified future? Lexus believes that the future of electric vehicles will be versatile, anticipatory and centered on elevating the consumer’s driving and ownership experience.
Since the launch of the RX 400h in 2005, the world’s first luxury hybrid sport utility vehicle, Lexus has pioneered electrification in the luxury automotive market. Under its “Lexus Electrified” vision, Lexus aims to work toward carbon neutrality in a way that is accessible for every guest through a variety of powertrains that cater to their individual needs.
Lexus will continue to add to its electrified portfolio of products, which currently include hybrid electric vehicles (HEV), plug-in hybrid electric vehicles (PHEV) and battery electric vehicles (BEV), to provide the quintessential luxury electrification experience that exceeds the needs and expectations of luxury auto buyers. And by 2035, Lexus aims to achieve 100% BEVs in all models globally.
A new marketing campaign, called “Lexus Electrified,” shows how people are the inspiration behind the versatility of the Lexus electrified line of vehicles. The broadcast spot, “Like Attracts Like,” debuts today.
“When it comes to our guests’ mobility needs, we know that one size does not fit all. That’s why we created an electrified driving experience with a variety of powertrains that can cater to and elevate any lifestyle,” said Vinay Shahani, vice president, Lexus marketing. “With sophisticated style, impeccable craftsmanship, and the support of our amazing nationwide dealer network, our electrified vehicles deliver an immersive luxury experience, inspired by our guests.”
“Like Attracts Like” brings to life the idea that people are the power behind every Lexus. A series of individuals on stages use electricity in different ways to fuel their interests. A band jams in a room. A tennis player hits balls fired by an electric ball machine.
A dancer wears a light-up suit. Cables trailing down from each stage glow as a metaphor for human electricity generating the power behind Lexus innovation. The spot showcases four electrified Lexus vehicles – the RZ 450e, RX 500h, NX 450h+ and the Electrified Sport Concept. Watch below:
REELated:
As a part of the “Electrified” campaign, Lexus is partnering with The Atlantic as the exclusive automotive sponsor of “Progress” – a reporting project and live event series devoted to covering modern progress and the forces shaping a better future for all.
This program features groundbreaking inventions that are moving the world forward, including Lexus’ lineup of electrified products. Lexus’ sponsorship kicked off in December with The Atlantic’s Progress Summit in Los Angeles, and continues through March with digital, custom content, social and print support.
“Like Attracts Like” will air on primetime, cable, and sports. In addition to linear and streaming video, the campaign will be supported through digital, streaming audio, social, print and out-of-home media.
CREDITS:
CLIENT: Lexus
AGENCY: Team One
- Group Creative Director: Amanda Abrams
- Management Director, Strategy: Cliff Adams
- Group Account Director: Ben Allison
- Creative Director: Adam Bright
- Music Supervisor: Neil Cleary
- Director, Strategy: Trang Fieman
- Senior Producer: Amy Gershwin
- Chief Creative Officer: Chris Graves
- Photographer/Content Creator: Matt Hartz
- Associate Creative Director: Emma Kolb
- Chief Executive Officer: Julie Michael
- Director, Business Affairs: David Peake
- Product Insight Specialist: Mark Savage
- Program Manager: Laura Schluckebier
- Senior Product Insights Manager: Vincent Scott
- Account Supervisor: Morgan Turturici
- Director, Content Production: Sam Walsh
- Senior Product Insights Manager: Paul Watson
PRODUCTION COMPANY: Canada @ Pulse Films
- Directors: Réalité
- Managing Director: Charlotte Woodhead
- Executive Producer @ Pulse Films: Davud Karbassioun
- Head of Production @ Pulse Films: Clark Farrell
- Producer: Jenni Haberstock
- Director of Photography: Chris Ripley (Bulgaria) and Jared Fadel (LA)
- Production Designer: Nathan Parker
- Production Service Company: Solent Film
- Solent Film Managing Director: Alex Momchev
- Solent Film Managing Partner: Magdalena Staneva
- Solent Film Service Producer: Adriana Yurukova
- Solent Film Assistant Producer: Petra Trendafilova
EDIT: Exile Editorial
- Editor: Carlos Font Clos
- Executive Producer: Jennifer Locke
- Head of Production: Michael Miller
- Assistant Editor: Nicole Lefteau
- Post Producer: Kristina Thoegersen
- Producer: Chris Meadows
VFX/FINISHING: Framestore
- VFX Shoot Supervisor – LA: David Sudd
- VFX Shoot Supervisor – Bulgaria: Rodolfo Pereira
- Creative Director: Aron Hjartarson
- Head of CG: Christian Nielsen
- CG Supervisor: Brian Creasey
- CG – Animation: Marco Marenghi
- CG – Concept Artist: Craig Stouffer
- CG – FX: Cosku Odemir
- CG – Generalist: Marcos de Barros
- CG – Layout: Rebecca Teichner, Sean Dollins
- CG – Lighting: Richard Shallcross
- CG – Lookdev: Soren Barton
- CG – Modeling: Marco Amador, Wenjie Wu
- Head of 2D: Woei Lee
- Compositing Supervisor: Timothy Crabtree
- Flame Lead: Carlos Adarraga Gomez
- Nuke: Robert Williams, Brendan Smith
OUTSOURCE PAINT/ROTO: VFX Pick
- Head of Production: Carla Attanasio
- Executive Producer: Pete King
- Senior VFX Producer: Daniel Beldy
- VFX Production Coordinator: Chloe Edwards
COLOR: Company 3 LA
- Senior Colorist: Dave Hussey
- Assistant Colorist: James Harmon
- Senior Producer: Mario Castro
- SVP Advertising: Ashley McKim
GRAPHIC CAROUSEL: PXP
- Director, Multimedia: Bryan Cook
- Executive Producer: Veronica Santana
- Creative Director, Motion Design: Tom O’Neill
MUSIC AND SOUND DESIGN: Squeak E Clean
- Executive Creative Director: Rob Barbato
- Executive Creative Producer: Michael Gross
- Senior Producer: Max Taylor
- Senior Engineer/Sound Designer: Drew Fischer
- Track Name: Light Up the Night
- Artist: Nick Connors
RECORDING STUDIO: Margarita Mix, Santa Monica
- Executive Producer: Whitney Morris
- Operations Manager: Brian Frank
- Mixer: Bob Gremore and Bruce Bueckert
- Assistants: Mike Murzyn, Sean Melia
- VO: Gaius Charles
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