Electric car ads from Honda & Lexus have a one-track mind

There’s very little to choose between these two ads for electric cars from Honda and Lexus. Both are composed of cloud shots, nature scenes, neon-lit tunnels, night-time cityscapes, bridges, stirring music, and a dramatic female voiceover talking about imagination.

Electric cars might be a reality but they are still pretty rare in real life, so a vague “imagine the future” message is about all there is to say right now.

Honda’s effort, by Sid Lee in Paris, is called “This is not a prototype.” Fabrice Estève, marketing communications manager at Honda, said: “The launch of Honda e is a pivotal point for the brand as we work to achieve 100% electrified vehicles across Europe by 2022. The campaign captures the challenging sprit of Honda, delivering a car that dreams are made of.”

The&Partnership made the ‘Lexus Electrified’ campaign. Brian Bolain, global head of brand management & global marketing, said “This future-facing campaign reinforces our position as a visionary leader in electrification. It reflects the pioneering and innovative ethos of Lexus.”

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About Emma Hall

Emma Hall
Emma Hall is the former Europe Editor of Ad Age, where she covered European marketing advertising, digital and media stories. She has written for newspapers including the Financial Times, The Guardian, The Times and the Telegraph, and was previously a section editor at Campaign. Emma started her career in New York as a researcher for a biography of Keith Richards.

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