Lexus "slide" trailer by CHI & Partners
AgencyThe & Partnership
Lexus has created a levitating hoverboard as part of the fourth project in its "amazing in motion" campaign.
The brand released a teaser film on YouTube ahead of the launch this summer. CHI & Partners created the spot, which depicts a skateboarder who leaves his regular board behind and steps on to the hoverboard. The prototype will be tested in Barcelona over the coming weeks and shares design features with Lexus cars.
According to Lexus, the team used "liquid nitrogen-cooled superconductors and permanent magnets" to achieve levitation. The ad, which follows three other films in the series called "swarm", "steps" and "strobe", was created by Brad Woolf and Dan Bailey.