In a culture driven by speed, constant stimulation, and technology that delivers everything yet often leaves us feeling disconnected, choosing to slow down has become a radical act. That idea sits at the core of Lexus’s latest approach to electric vehicles.
The electric vehicle category has long been defined by cutting-edge technology and futuristic performance, appealing primarily to early adopters eager to embrace innovation. Yet for many drivers, the reality has fallen short of true luxury—too sterile, too minimal, and lacking emotional depth. With the launch of the 2026 Lexus RZ, Lexus and longtime agency partner Team One set out to challenge that perception.
Introducing a new creative chapter of The Standard of Amazing, titled Electricity at Its Finest, the campaign reimagines electricity not as a functional utility, but as a refined artistic medium—one capable of delivering calm, beauty, and emotional resonance.
At the center of the campaign is the hero film, Miles and Miles, which deliberately departs from the high-speed spectacle typical of automotive advertising. Instead, the film embraces stillness. A single, contemplative moment unfolds as a man enjoys two rarefied electric objects: a plugged-in Lexus RZ and an ultra-modern turntable playing Miles Davis’ Blue in Green. The result is a quiet, immersive experience that reframes what a luxury electric vehicle can feel like.
Directed by Frédéric Planchon, the film’s restrained approach highlights electricity as a source of sensual beauty rather than digital overload. It positions the Lexus RZ as less “iPad on wheels” and more emotional sanctuary.
“The new luxury is spaces and moments drenched in serenity—engineered escapes from the rage-based attention economy,” said Mark Koelfgen, executive director at Team One. “The RZ is designed to be part of that. A crafted counterweight to the outside world. This film is about dwelling in the perfect moment, where timeless classics like Miles Davis exist in equilibrium with beautifully electrified objects.”
The campaign is now live, with additional digital, social, out-of-home, and experiential activations rolling out in the coming weeks to further bring Lexus’s vision for electric luxury to life.
