When Lexus debuted its first hybrid in 2004 your status did not need to be updated, more people had landlines than cell phones and Wi-Fi was hard to come by. Now Lexus has more than 190,000 hybrids on the road that have traveled over 5.5 billion miles* -- thats further than the length of every paved road on the planet. For the first time, Lexus has launched a marketing campaign that showcases all four of their hybrid vehicles currently in market: the RX 400h, GS 450h, LS 600h and HS 250h. The recently-announced Lexus CT 200h -- not featured in this current campaign -- will represent the fifth Lexus hybrid. We are very proud of our leadership in luxury hybrids and have created a campaign that lets consumers know that at Lexus, hybrids arent just a concept for a future car, but vehicles that have been on the road for five years, states Dave Nordstrom, vice president of marketing for Lexus. We will continue to explore groundbreaking technologies that will allow us to expand our hybrid offerings and remain at the forefront of alternative-fuel vehicle development. The new multiplatform campaign, debuting this weekend, reinforces Lexus hybrid leadership and demonstrates the brands creative thinking and technological innovation. Milestones, the new TV spot, highlights a series of advancements and changes that the world has seen since the first Lexus Hybrid hit the road five years ago. The spot shows thousands of Lexus Hybrid vehicles forming the shape of a computer cursor, a gas nozzle, a landline and, finally, the letter h, illustrating how much the world has evolved during those five years. It is the story of the Lexus Hybrids as told by the vehicles themselves. The commercial, which begins airing on March 6, will run during primetime, on network television and cable, during NCAA(R) March Madness(R) and throughout Major League Baseball(R) programming and finally, in conjunction with Google TV, an auction based television buying platform. Additional media programs, currently in development, will launch as the hybrid campaign continues throughout 2010. In addition to television, Lexus will run a national print campaign, online banners and out-of-home advertising in 12 markets. Two print ads titled, Close Your Eyes and Roads will appear in consumer print publications such as Mens Health, Womens Health, People, Sports Illustrated, Vogue and USA Today. The hybrid campaign also includes a partnership with Current TV, where the Lexus Hybrid philosophy became a part of popular conversation. The community was invited to express the power of "h" by shedding light on great achievements. Current producers created and submitted a VCAM (Viewer Created Advertising Message). The ads had to either demonstrate Lexus actions speak louder philosophy, or profile a person or organization that, like Lexus, puts creative thinking and innovation into action. The effort drew hundreds of submissions. The producers of the four VCAM ads, selected by Lexus, receive $2,500 each, and their ads will air on Current TV and Current TV online, as well as social media spaces and lexus.com.
Agency: Team One Chief Creative Officer: Chris Graves Group Creative Directors: James Hendry, Craig Crawford Copywriter: Molly Grubbs Art Director: Emily McDowell Agency Senior Producer: Beth Hagen Production Company: Anonymous Content Director: Andrew Douglas Visual Effects Company: Brewsterparsons Flame Artist: Simon Brewster Editorial Company: Butcher Editor: Dave Hengar Mixer: Bob Gremore Music Company: Elias Arts Composer: Johnathan Elias