Lexus has launched a new marketing campaign highlighting its line-up of electrified vehicles.
The campaign has launched with the release of ‘Like Attracts Like,’ a commercial that showcases individuals using electricity “in different ways to fuel their interests.” For example, it opens by showing a band jamming in a room and then cuts to a tennis player practicing their hits with an electric ball machine.
This new commercial also showcases a dancer wearing a light-up suit while cables can be seen trailing down each stage “as a metaphor for human electricity generating the power behind Lexus innovation,” or so the company says in its press release.
Read: Lexus Is Developing A Manual Gearbox For EVs
Four important electrified models from Lexus are featured in the commercial, namely the new RZ 450e, RX 500h, NX 450h+, and the Electrified Sport Concept.
Lexus is also partnering with The Atlantic to sponsor a reporting project and live event series covering modern progress and the forces shaping the future, dubbed ‘Progress.’ The new ‘Like Attracts Like’ commercial will air on primetime, cable, and sports and be supported through digital, audio streaming, social media, print, and out-of-home media.
Of the four vehicles featured in the commercial, the Lexus Electrified Sport Concept is perhaps the most intriguing. While it is a concept, it previews an all-electric successor to the iconic LFA supercar. While it is unclear just when the production model will hit the market, it could apparently do so with advanced solid state batteries, ensuring that it offers excellent range and rapid charging speeds. Lexus is also working on a simulated manual transmission for the EV, aiming to replicate the feeling of a traditional stick shift in a car that has just a single gear.
