Focusing on the importance of the letter H, the new Lexus hybrid marketing campaign starts today. Here’s the synopsis, from Lexus’ press release:
The multi-platform campaign, which debuts today, communicates Lexus’ hybrid leadership and highlights the significance of h on a Lexus vehicle—which distinguishes hybrid from non-hybrid vehicles and symbolizes Lexus’ commitment to alternative power train solutions. It is part of a core belief that technology can make anything happen and is a catalyst for change.
The TV commercial presents a glimpse into a world without h. The h is missing from key landmarks, computer keyboards and the alphabet in schools. The viewer begins to wonder where the h has gone. Then they see, it has moved to a better place, a world with the Lexus hybrid—a place that looks forward and believes in change. There is no better place for an h to be than on the rear badging of a Lexus hybrid vehicle.
All the advertising points to a new Lexus mini-site, which isn’t just a vehicle showcase, but also a guide to environmental living and a gateway to an official Lexus hybrid forum hosted by Yahoo!. What’s interesting is that the forum has existed since 2006, though it’s unclear if it’s been official all this time, or simply appropriated.
I also spotted a couple teaser adverts online:
I’ll follow up once we see the commercial online.
Breaking News: Eighth Letter of the Alphabet Abandons Post to Become Part of the Lexus Hybrid Revolution
New Lexus campaign has h fleeing to fulfill its destiny
02/04/2008
February 4, 2008 – Torrance, CA – *ollywood, *arry *oudini and *otels across the country are all in search of new names as h abandons its traditional place in society and moves to a better, more forward thinking place…the rear badging of Lexus hybrid vehicles. In a new campaign from Lexus, the eighth letter of the alphabet abandons its post in society to fulfill its destiny and be part of the Lexus hybrid revolution. School children, business professionals and game show contestants are left to find their way in an h-less world.
The campaign was created to showcase Lexus’ hybrid vehicles, which have been on the road since 2004. “Our three hybrid vehicles—the RX 400h, GS 450h and LS 600h—are changing the way consumers think about the automobile,” states David Nordstrom, vice president of marketing for Lexus. “The campaign focuses on the power of h and how h is not just a hope for the future, but on the road now. Lexus has been at the forefront of alternative power train solutions for some time and this campaign allows us to celebrate it a little tongue in cheek.”
The multi-platform campaign, which debuts today, communicates Lexus’ hybrid leadership and highlights the significance of h on a Lexus vehicle—which distinguishes hybrid from non-hybrid vehicles and symbolizes Lexus’ commitment to alternative power train solutions. It is part of a core belief that technology can make anything happen and is a catalyst for change.
The TV commercial presents a glimpse into a world without h. The h is missing from key landmarks, computer keyboards and the alphabet in schools. The viewer begins to wonder where the h has gone. Then they see, it has moved to a better place, a world with the Lexus hybrid—a place that looks forward and believes in change. There is no better place for an h to be than on the rear badging of a Lexus hybrid vehicle.
The “Missing h” spots will run on network, cable and cable sports networks through April.
In addition to a broadcast campaign, the automaker has developed an online, print and out of home campaign. The broadcast and print work drive consumers to a web page titled, http://www.thepowerofh.com, which offers information on the Lexus hybrid vehicles. Two banner ads focused on the missing h have also been created: “Heavenly Housewares,” “Storyboard Napkin.” The campaign is rounded out by a print spread and page, titled “Cut Out,” which will run in key lifestyle publications, as well as an advertorial, which will run in GQ: Gentlemen’s Quarterly. Additionally, an out of home billboard titled, “h Shadow,” will appear in key Lexus markets across the country.
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