Lexus brings emotion back to the electric vehicle

In a world full of speed, overstimulation and tech that delivers everything yet makes us feel very little, the real provocation is choosing to slow down.

That tension sits at the heart of the electric vehicle category. EVs have long been marketed as cutting-edge technological advancements, attracting early adopters eager to embrace the category. However, once they got behind the driving wheel, many discovered an experience that fell short of luxury: sterile, soulless, and overly simplistic.

For the launch of the 2026 Lexus RZ, Lexus and longtime agency partners Team One introduce a new creative chapter of The Standard of Amazing through a lens called Electricity at Its Finest, reframing electricity not as utility, but as a work of art.

With the campaign’s hero film, Miles and Miles, Lexus intentionally breaks from the frenetic pace of traditional automotive advertising. Instead of spectacle, it offers stillness. A single, quiet moment unfolds where a man savours two rarefied, electric objects: a plugged-in RZ and an impossibly modern turntable playing the timeless sounds of Miles Davis’ Blue in Green. Directed by Frederic Planchon, the film is audacious in its simplicity and serves as an example of how electricity can create a seductively beautiful experience. Less “iPad on wheels,” more emotional sanctuary.

“The new luxury are spaces and moments drenched in serenity. Engineered escapes from the rage-based attention economy. The RZ is designed to be part of that. A crafted counterweight to the outside world,” said Mark Koelfgen, executive director at Team One. 

“This film is about dwelling in the perfect moment. Timeless classics like Miles Davis in equilibrium with these beautiful, electrified objects."