AgencySaatchi & Saatchi
ExposureUnited Kingdom and Europe
Saatchi & Saatchi is backing the launch of the new Lexus RX 400h with a CGI-heavy film directed by Laurent Bourdoiseau, a major departure in style for Lexus in its general lack of product shot.
"Hybrid", which introduces what is billed as the world's first perfomance hybrid sports utility vehicle, borrows heavily from Bourdoiseau's music video for Air's 'Don't be Light'. It opens on a series of light trails that swirl around, representing the germination of the hybrid concept. One beam, representing a breakthrough idea, escapes to form the intelligent heart of the car.