Lexus creates working hoverboard to push the 'boundaries of possibility'

Autos

Sara Spary

June 24, 2015

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1 minute

Lexus creates levitating hoverboard to push the 'boundaries of possibility'

Car brand Lexus has used magnetic levitation to create a rideable hoverboard in its latest campaign designed to "push the boundaries of what is possible."

As part of its 'Amazing in Motion' project series, the brand has commissioned the development of a real, fully functioning Lexus Hoverboard.

Using super-conductive technology and magnetic levitation, the board combines "liquid nitrogen-cooled superconductors" and magnets to achieve levitation.

A full campaign will launch later this year but the brand has released a teaser film on YouTube and will kick off digital and social activity to build anticipation.

"It’s the perfect example of the amazing things that can be achieved when you combine technology, design and imagination," said Mark Templin, Lexus executive VP.

Brand: Lexus

Agency: CHI&Partners

Creatives: Dan Bailey, Brad Woolf and Monty Verdi