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Campaign by Lexus Showcases the Performance, Value, and Styling of Its Hybrid Cars
Lexus unveiled a new US marketing campaign to prove that choosing a hybrid does not mean making compromises. Coined “Fast as h,” the marketing campaign showcases the full hybrid lineup’s impressive performance and new lower pricing.
“Our recent consumer research revealed that the greatest barriers to hybrid sales are perceptual.
“People believe if they choose a hybrid, they have to compromise on performance, value or styling. The new campaign seeks to prove that hybrids are the very best versions of our vehicles,” said Cooper Ericksen, Lexus Vice President of Marketing.
The 30-second TV spot, “Cloudy with a Chance of Truth,” can be viewed above. In it, an LC 500h hybrid performance coupe manoeuvres through an empty gallery space, as it literally and figuratively clears clouds of doubt about hybrid performance.
The voiceover states, “Of course a Lexus is powerful. But if you had any lingering doubts about the acceleration, horsepower and all-around performance of a Lexus hybrid, this should clear the air. When Lexus crafts hybrids, the result is fast as h. Now comparably priced to the rest of the lineup.”
“We use Lexus’ legendary craftsmanship to engineer high-performance hybrids, and we now offer them at a comparable price to gas models. Not just for the eco-conscious, the brand‘s hybrids offer performance, luxury and the added benefits of hybrid,” added Ericksen.
Whilst alternative fuel vehicles offer future benefits such as helping the environment and cost-savings, hybrids also provide exhilarating experiences. The brand’s hybrids boast compelling initial acceleration; better gas mileage and a longer range; and a smoother, quieter ride. They offer uncompromised styling and performance plus higher fuel efficiency and lower emissions.
The new TV spot will air during network and cable sports including NHL playoffs and the US Open, in addition to prime time, late night and cable programming.
Additional elements of the “Fast as h” campaign include digital and social, print ads in consumer and enthusiast titles such as Food & Wine and Wired, out of home including the Times Square digital billboard, point of sale and in-cinema.
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