London agency The&Partnership teamed with director Salomon Ligthelm of Stink to unleash “A Different Kind of Power” for Lexus Europe. This anthem spot promotes the Lexus RX with the pioneering Self-Charging Hybrid powertrain.
Shot in Belgrade, Serbia, on an ARRI Alexa camera, this :60 captures the many influences that have supposedly shaped life today, asking us to question the rhetoric; is this what we truly believe power to be? Executive creative director Micky Tudor of The&Partnership London said, “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.”
Ligthelm said “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.”
Credits
Client Lexus Europe Agency The&Partnership, London Sarah Golding, CEO; Micky Tudor, Yan Elliot, executive creative directors; Dave Bedwood, creative partner; Dan Dehlavi, Hayley Hammond, creatives; Marc Donaldson, head of art; Matt Bamford-Bowes, planner; Charles Crisp, executive producer; Lana Connolly, producer; Hannah Greene, jr. producer. Production Stink Salomon Ligthelm, director; Jon Chad, exec producer; Tom Farley, producer; Nicolas Karakatsanis, DP. Editorial Metal Edit Emma Backman, editor. Audio 750mph Sam Robson, engineer. Music NATIVE TBC VFX Framestore Chris Gray, exec producer; Sophie Harrison, sr. producer; Alexia Patterson, producer; Charlie Bayliss, CG lead; Tim Osborne, 2D lead; Simon Bourne, colorist.
FactSet, a global financial digital platform and enterprise solutions provider, has partnered with Chicago-based creative agency VSA Partners to unveil a second round of spots in its “Not Just the Facts” campaign. The campaign originally launched back in April.
The campaign was built on a core strategic insight: While quality data is critical for financial professionals, facts in isolation provide little value. FactSet’s personalization, data connectivity, open and flexible technology, and dedicated service and support provide the context necessary for the investment community to turn facts into valuable insights--and make the most of them.
The new creative picks up where the previous left off. This time it focuses on a particularly boorish office worker, drolly played by character actor Wyndham Maxwell, who ticks off an encyclopedic list of facts and non sequiturs during business meetings and to the bemusement of his colleagues.
The tongue-in-cheek campaign, which plays more like a perfect-pitch comedy series than a typical B2B commercial effort, is a major departure from financial services industry norm--both in its use of humor and in its humanistic approach. Starting this week, FactSet will roll out 16 unique spots—a combination of :30s, :15s, :06s and nine “shorts”—across multiple channels including digital, streaming and CTV.
This :30, “Dinos,” has an office worker’s relevant reference to dinosaurs spark our boorish colleague who proceeds to utter one irrelevant fact after another about the prehistoric creatures.
The Los Angeles–based Docter Twins (Matthew and Jason Docter) directed the original campaign and this new humorous work through their production company, Thinking Machine. The identical twin... Read More
