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.”
