Lexus creates levitating hoverboard to push the 'boundaries of possibility'

Car brand Lexus has used magnetic levitation to create a rideable hoverboard in its latest campaign designed to "push the boundaries of what is possible."

As part of its 'Amazing in Motion' project series, the brand has commissioned the development of a real, fully functioning Lexus Hoverboard. 

Using super-conductive technology and magnetic levitation, the board combines "liquid nitrogen-cooled superconductors" and magnets to achieve levitation.

A full campaign will launch later this year but the brand has released a teaser film on YouTube and will kick off digital and social activity to build anticipation.

"It’s the perfect example of the amazing things that can be achieved when you combine technology, design and imagination," said Mark Templin, Lexus executive VP.

Brand: Lexus

Agency: CHI&Partners

Creatives: Dan Bailey, Brad Woolf and Monty Verdi 


Recommended

Subscribe to Campaign from just £57 per quarter

Includes weekly and quarterly print issues, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
BBH deputy ECD Caroline Pay exits
Share

1 BBH deputy ECD Caroline Pay exits

Bartle Bogle Hegarty has parted company with its deputy executive creative director Caroline Pay and has promoted Ian Heartfield, creative managing partner, and Anthony Austin, chief executive of Black Sheep Studios, to take over as joint deputy ECDs.

Look out for the invisibles and introverts in your agency
Shares0
Share

1 Look out for the invisibles and introverts in your agency

By cultivating a clubbable culture, agencies are ostracising talented introverts, writes Andy Jex, the executive creative director at Saatchi & Saatchi London.

Just published