Beginning with images of an energetic drum solo and a powerful tennis serve, Lexus’ latest ad, “Like Attracts Like,“ attempts to illustrate the voiceover narration: “This electric feels different because it’s powered by the most potent source of energy there is: you.”
All the human activity captured on screen, though, is also powered by electricity -- from the tennis player hitting balls fired by an electric ball machine to a dancer wearing a light-up suit.
The spot then showcases four electrified Lexus vehicles -- the RZ 450e, RX 500h, NX 450h+ and the Electrified Sport Concept.
“Like Attracts Like," part of a new marketing campaign called “Lexus Electrified,” shows how people are the inspiration behind the versatility of the Lexus electrified line of vehicles, according to the automaker.
The campaign also includes a partnership with The Atlantic magazine as the exclusive automotive sponsor of “Progress,” a reporting project and live event series that features inventions moving the world forward, including Lexus’ lineup of electrified products. Lexus’ sponsorship kicked off in December with the pub’s Progress Summit in Los Angeles, and continues through March with digital, custom content, social and print support.
Publicis Groupe’s Team One is the agency behind the campaign.
“Like Attracts Like” will air on prime-time, cable, and sports programming. In addition to linear and streaming video, the campaign will be supported through digital, streaming audio, social, print and out-of-home media.