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The Hybrid That Defies Logic

Hybrid vehicles are powered by a combination of a petrol engine and an electric motor. Most hybrid vehicles still need to be plugged in, but with a Lexus Self-Charging Hybrid this isn’t the case: the car charges itself as it is being driven.


If the Self-Charging Hybrid technology that’s used in a Lexus were available for a mobile phone, no one would believe it – the more you use it the more it charges?! It’s completely illogical. This thinking informed the campaign idea “THE HYBRID THAT DEFIES LOGIC”


The pan-European campaign shows the range of Lexus Self-Charging Hybrids in a world that has been flipped on its head to bring to life the logic defying technology.


The campaign was well received by the creative industry press, receiving the editors pick in AdAge, Creative Work of the Day by W&V and a 5-star rating on David Reviews.


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