Lexus 'Hybrid' by Saatchi & Saatchi

3.9 18 Votes

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.

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Released: 06 September 2005

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Credits

Project
Hybrid
Client
Stuart McCullough, director, Lexus Europe
Brief
Announce the launch of the world's first performance hybrid SUV – the RX 400h from Lexus
Creative agency
Saatchi & Saatchi
Writers
John Pallant, Dennis Willison
Art directors
John Pallant, Dennis Willison, Ajab Singh
Planner
Jeremy Thorpe-Woods
TV producer
Manuella Franzini
Media agency
ZenithOptimedia
Media planner
Ian Manning
Production company
Independent
Director
Laurent Bourdoiseau
Editor
Buf
Post-production
Buf
Audio post-production
Record Makers
Exposure National
TV, print, direct mail, internet

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