February 11, 2008

Lexus Backs its Hybrids with ‘Power of H’ Campaign

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TORRANCE, CA – Lexus is introducing its first campaign for all of its hybrid-powered vehicles. The effort, running through April, is Lexus’ first to showcase all of Lexus’ hybrid vehicles — the RX 400h, GS 450h, and LS 600h — at the same time, under one banner: “The Power of H,” according to www.publications.mediapost.com.

Lexus’ hybrid campaign began in 2004 when the luxury division of Toyota launched the RX 400h, the hybrid version of its popular RX crossover SUVs. The company did likewise when it launched GS 450h and LS 600h hybrid cars.

Lexus is the only luxury car maker with three hybrid vehicles. Cadillac last year launched a hybrid version of its Escalade SUV. Audi plans a hybrid Q7 for the 2009 model year, and Mercedes-Benz is focusing on diesel as an alternative powertrain via its Bluetec program.

This effort, via Lexus’ long-time ad AOR El Segundo, Calif.-based TeamOne, includes a TV spot that plays on the idea that all of the letter h’s have jumped ship to work for Lexus vehicle badges. In the spot, h is missing from landmarks, computer keyboards, and the alphabet in schools.

The ad shows a classroom where a teacher suddenly pauses as kids are doing the alphabet because the h has gone missing; a guy looks quizzically at a sign for a “otel”; a woman typing on a computer finds that the H key is blank, as is the h in Yahoo; a pickup truck in the desert passes a sign reading “Welcome to Uta”; a TV announcer reports a story sans the letter h.

Besides the TV spot, which runs on network, cable, and cable sports networks through April, the campaign includes online, print, and out of home. TV and print ads will direct consumers to ThePowerofH.com, as do a pair of banner ads. A print spread will run in lifestyle publications, and an advertorial will run in GQ.

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