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.
This trailer promotes Charge Around The Globe, a new adventure docuseries that follows record-breaking traveler Lexie Limitless on an extraordinary journey to circumnavigate the globe in an electric vehicle--traveling over 30,000 kilometers across six continents, all in pursuit of one world record. The three-part series on Prime Video in the U.K. showcases the capabilities of modern electric vehicles while immersing viewers in the numerous experiences and challenges Lexie encounters throughout her journey. As she navigates various challenges throughout her trip, Charge Around the Globe serves as a testament to the spirit of exploration. Ford, Wieden+Kennedy London and WracK teamed on the series.
The documentary aims to address the primary concern hindering many consumers from transitioning to electric: doubts about the range and capability of electric vehicles. As a 120-year-old brand, Ford looked to its past as inspiration for the switch that’s taking place today. Over a century ago, pioneering explorer Aloha Wanderwell set off from Nice at the age of 16 to become the first woman to drive around the world in a Ford Model T. Now, in 2024, we get to see Lexie, the youngest person to visit every country in the world, take to the wheel of the electric Ford Explorer, reinventing that historic journey for a new generation. Along the way, she meets extraordinary people, navigates difficult terrains, and faces the challenges of a constantly evolving charging infrastructure that puts her to the test.
“Charge Around The Globe has been the ultimate test drive for our new electric Ford Explorer. We took on every kind of weather and road condition and dealt with just about every charging scenario. The journey embodies the true... Read More
