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9 July 2019

The Upside-Down

by Syd Briscoe

Lexus: “Defying Logic” - 40s

Japanese car maker Lexus defy the laws of physics - alongside a few other rules of nature - in this surreal 40" commercial. Directed by ManvsMachine, the film draws attention to the marque's self-charging hybrid via a slick presentation of paradoxes in many different forms.

From umbrellas that provide their own rain to upside-down swings, each scenario is smartly designed for maximum visual impact. There are also subtle touches throughout which make the impossible seem tangible, such as the shift in a cyclist's posture when up becomes down. Thoughtful work with a an extra polished aesthetic.

Creative Agency: The&Partnership Ⓟ Ⓦ
ECD: Yan Elliott / Micky Tudor
Creative Director: Dave Bedwood
Creative: Hayley Hammond / Dan Dehlavi
Account Director: Catherine Lynch
Business Team: Benedict Pringle
Head of Film: Charles Crisp
Agency Producer: Rick Carter
Film Production: Friend London Ⓟ Ⓦ
Director: Man Vs Machine
Producer: Richard Fenton
Cinematographer: Alex Barber
Art Department: Laura Sabat
Editor: Joe Guest Ⓦ @ Final Cut Ⓟ Ⓦ
Post Production: Matt Williams @ Electric Theatre Collective Ⓟ Ⓦ
VFX: Ryan Knowles @ Electric Theatre Collective Ⓟ Ⓦ
Colourist: Luke Morrison @ Electric Theatre Collective Ⓟ Ⓦ
Sound Designer: Sam Ashwell Ⓦ @ 750MPH Ⓟ Ⓦ
Music Supervision: Be Norway Ⓟ Ⓦ

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