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.
Stain remover Vanish presents this emotional short film--created by BETC Havas, Sao Paulo, and produced by LOBO--that explores the profound consequences of bullying and highlights the importance of open conversations between parents and children. Titled The Bully Monster, the animated film premiered at the Maquinaria Festival in Rio de Janeiro on February 15 in a special edition featuring family-focused programming.
The film’s protagonist is a boy who experiences bullying at school but keeps silent about his suffering. Isolation turns sadness into insecurity, creating invisible emotional scars that only grow in the absence of dialogue. When his mother notices stains on his uniform, these marks become the starting point for a revealing conversation. As words find space to make themselves heard, the stains begin to fade.
This initiative aligns with the Vanish Saves Your Uniform campaign, which, for the past three years during the back-to-school season, has engaged with parents by positioning the brand as a trusted partner in preserving school uniforms. This year, Vanish decided to broaden the conversation, bringing bullying into the debate as the real stain that can impact a child’s life.
The Bully Monster is being screened as preshow material in movie theaters starting February 20 and will also be available on streaming platforms and digital channels. In addition to the film, the campaign will include out-of-home activations and school initiatives through a partnership with Abrace – Preventive Programs, the founding organization of the “Bullying-Free Schools” program, which has been equipping institutions with resources to combat school violence for 12 years.
“Research indicates that stains on a uniform can... Read More
