A Different Kind of Power: The&Partnership for Lexus

The idea investigates how power is changing in our society.

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The&Partnership and Lexus Europe launch ‘A Different Kind of Power’, a 360 pan-European campaign that encompasses VOD, OOH, digital and social.

We are living in an era of monumental change; in this digital age, new ways of earning power have emerged and power is now held by an increasingly diverse range of people.

This new campaign for Lexus Europe by The&Partnership investigates the idea that power can come from being technologically advanced, empathetic, dynamic, connected and by being a positive influence within society and to those around you.


Hayley Hammond Hammond
Creative The & Partnership London

Tell us about your role in the creation of this work?

We were the creatives on the project. It was our job to come up with an idea that would make people want buy the car but also push the brand into a space it hadn’t been before. 
Give us an overview of the campaign, what is it about?
The idea investigates how power is changing in our society. Power isn’t just in the hands of the dictators and the old male power elite. It’s is becoming more progressive, younger and more female amongst other things. And that is much like the car industry where it’s no longer cool to drive the diesel guzzling muscle car nowadays it’s cool to care about the planet. Power is changing.
Tell us about the details creative brief, what did it ask?
The brief in a nutshell was to communicate that the RX is a large SUV that has a Self-Charging Hybrid powertrain.
Which insight led to the creation of this piece of work?
For us the most interesting thing was the juxtaposition of the car. On one hand you’ve got this big imposing SUV which you usually associate with masculine diesel guzzling cars but on the other hand it’s a Self-Charging Hybrid. That rub felt like a rich area.
Can you share with us any alternative ideas (if any) for this campaign? Why was this idea chosen?  

The other idea we had was about a car that didn’t know what ad it wanted to be in. Was it a pleasant hybrid? Or a wild sports car? Or a luxury city car? So in other words to play with the stereotypes of car ads. And although it could have made a cool film it didn’t tap into culture like this one.

What was the greatest challenge that you and your team faced during development.

The biggest challenge, as with all car adverts, is coming up with a simple and fresh creative idea that allows you to seamlessly weave the in car throughout and showcase all of its many features, whilst staying true to the tonality of the brand and making sure it hasn’t been done before by another brand or Top Gear! 

What did you enjoy most about seeing this campaign through? Did you learn anything new from the experience?

Obviously shooting big campaigns for great brands with incredibly talented people is always an amazing experience. 

Where do you see this campaign going in the future?

We would love it if this campaign helped to inspire genuine change in society. It’s always nice to work on products that are helping to move things forward.