The teaser campaign alone for Lexus' latest innovation generated 3,500 headlines globally, 590 million online impressions and nine million views in less than a month. Today, it has finally revealed the much anticipated ‘Hoverboard’ project
Over a year in the making, the project has been dubbed 'Slide' and was mysteriously unveiled by Lexus back in June.
Details slowly trickled out, leading to global headlines that Lexus was gearing up to sell a Marty McFly, Back To The Future-style hoverboard (it's not), while the skating community speculated about who the legs in the teaser might belong to.
The brand has finally revealed 'Slide' is actually the fourth project in it's long running ‘Amazing in Motion’ series created by CHI&Partners, which aims to build brand awareness and advocacy.
“Embarking on this project, we set out to push the boundaries of technology, design and innovation to make the impossible possible,” explained Mark Templin, executive vice president at Lexus International.
“With this project we call ‘Slide, we collaborated with partners who share our passion for creating enjoyment out of motion. Even through combining our technology and expertise, we discovered making a hoverboard isn’t an easy process. We’ve experienced the highs and lows and have overcome a few challenges, but through mutual determination we have created a demonstration of our philosophy in design and technology to create Amazing in Motion.”
The film was shot by award-winning film director Henry-Alex Rubin through production agency Smuggler, in a custom-built hoverpark which includes unique jumps, ramps, bowls, and a water feature for the hoverboard to glide over.
Pro-skateboarder Ross McGouran is seen teaching himself to float on the hoverboard and attempting a series of stunts.
Building the hoverboard took a team of scientists specialising in magnetic levitation months of development and testing. The board shown in the ad uses a combination of liquid-nitrogen-cooled super-conductors and permanent magnets to float.
“We have invested a huge amount of endeavour, determination and courage in this project – and together we’ve overcome enormous production and technical challenges to break new boundaries in science and technology,” said Monty Verdi, creative director at CHI&Partners.