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 


Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


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

1 Meet the new breed of ad agency chiefs

A new wave of first-time CEOs are opting to do things differently in an evolving landscape. They discuss the business model of the future with Jeremy Lee.

Case study: How 'This girl can' got 1.6 million women exercising

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published