• Feb 8th 2008 at 9:33AM
  • 16
Offsetting the GX and LX opulence-filled 'Utes posessed of large mass, Lexus has trotted out an advertising blitz focusing on its Hybrid vehicles. The campaign, which imagines a world without "H," points out that Lexus has had hybrid cars and SUVs on the road since 2004. The new campaign is titled "the power of h" and features television spots, print spreads, and other media that depicts an environment where H has given up all other pursuits for a post in the Lexus Hybrid revolution. It's clever, and we're glad that Lexus didn't actually try to trademark one of the most commonly used letters. Oh, and the ads? Let's just say its interesting to see the medium of video transmogrified into an ersatz page of text. Teaser spots and press release after the jump.
[Source: Lexus]

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

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, 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.

For additional information, visit www.thepowerofh.com.

About Lexus Luxury Hybrids
LS 600h L: The hybrid version of the flagship LS features a powerful all new 5.0 liter engine that delivers a high-output electric-drive motor, giving the LS 600h L a total 438 horsepower and a 0-60 time of 5.5 seconds. In addition to delivering hybrid power and performance, this certified Super Ultra-Low Emission Vehicle (SULEV) also features an available Advanced Parking Guidance System to help the driver parallel park, the world's first LED Headlamps for low-beam use and a Dual-swivel Adaptive Front Lighting System that helps illuminate the road for the LS 600h L. For added convenience, the vehicle features a SmartAccess transmitter that replaces the conventional key, allowing the driver to open the doors or trunk with both hands free and start the ignition with the push of a button.

GS 450h: Along with its distinctive hybrid badging, the GS 450h boasts the same striking design as the popular GS 460 including an exclusive wheel design that distinguishes the GS 450h from other GS models. The hybrid vehicle features a 3.5 liter V6 engine that delivers 340 horsepower and a 0-60 time in 5.2 seconds. The bold design and hybrid technology aren't the only showstoppers on this rear wheel drive high performance vehicle. The GS 450h, certified as a Super Ultra-Low Emission Vehicle (SULEV), features an aggressive braking system, dual exhaust and a Variable Gear-Ratio Steering (VGRS) that adjusts the steering responsiveness based on the vehicle's speed.

RX 400h: The world's first ever luxury hybrid SUV, the RX 400h boasts the sleek styling of the RX, complete with integrated foglamps, a unique grille and privacy glass for a sporty look. Powered by a V6 gas engine and electric-drive motors, the RX 400h produces 268 horsepower, outperforming many of its V8-equipped competitors. The RX 400h features either front-wheel drive or part-time all-wheel drive, which both utilize the gas and electric power for better acceleration. The hybrid vehicle also meets the requirements to be classified as a Super Ultra-Low Emission Vehicle (SULEV).

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    • 1 Second Ago
      • 7 Years Ago
      I just find it ironic tHat in tHe first ad tHey say tHat "h" will make tHe biggest difference on the Highway. I find that ironic, because it's on the Highway that you notice the least that you're driving one of "the lexus hybrids"
      • 7 Years Ago
      So what exactly is Lexus gonna do should Hydrogen powered vehicles become the norm... "Driving, brought to you by the letter H..... again".. I was stoked when I saw the "h" first commercial, until it stated that apparently "h" only means "hybrid" to Lexus.
      • 7 Years Ago
      While it's true that the Lexus Hybrids don't get the gas mileage of a Prius or Camry hybrid, the technology is fairly cutting edge. This means full parallel drivetrains with the ability to operate solely on electric power including all accessories (like A/C). While the LS600hL doesn't have great gas mileage, it looks better when you take the enormous size, weight, and performance into consideration. The RX400h SUV actually gets great city mileage (same as the Highlander, since they're essentially the same car). The GS400h is probably the biggest disappointment in terms of both performance and efficiency, but it's not from lack of trying or technology. All seem better relative to their gas peers than the Accord Hybrid, which didn't do much better than its V6 gas counterpart (which was already pretty good to begin with).

      GM's early hybrids (particularly the Saturn green line series) are the most laughable, the earliest model having nothing more than a larger starter motor and idle-stop technology.
        • 7 Years Ago
        So true! The RX300 gets good highway mileage for an SUV but as for the others there really is no point. Regardless, your annualized fuel savings for a hybrid are maybe $500/year which means it takes more or less forever to recoup your "investment"
        • 7 Years Ago
        "... gets great city mileage..."

        Makes it kind of ironic that they were talking about how useful it'll be on the Highway in the first ad, huh? :)
      • 7 Years Ago
      The LS600h isn't the greatest posterboy, but the RX and GS hybrids do quite well, especially in urban environments. It's quite possible to get four-cyl mileage--or better--in urban traffic in a GS450h. Highway isn't bad, either, though not quite up to diesel levels.

      I suspect that the LS might do better escorting executives through gridlocked New York or LA streets than a people would suspect. The problem is that these cars don't often get tested in these kinds of environments. Highways? Sure. Tracks? Certainly. Suburbs? Ok. Ultra-urban gridlock? Probably not very often.

      Basically, it comes down to how you drive. Stop-and-go urban heavily favours hybrids (couriers are finding this). Long-haul highway favours diesels and/or turbos. You use the right tool for the job.
      • 7 Years Ago
      Y'all need to get a life... talk about useless space... what a waste of space you're taking on this earth.
      • 7 Years Ago
      I thought it was for hideous - as in their styling.
      • 7 Years Ago
      No discrimination intended but the commercial is GAY.
      • 7 Years Ago
      The funny thing is that they don't mention the gas mileage for each vehicle listed in the press release which should be one of the most important components of an ad campaing featuring hybrids! What a waste of ego driven garbage and hyperbole.
      • 7 Years Ago
      H is for hentai oh yeah
      • 7 Years Ago
      All those luxo/giant SUV Hybrids (and d-bags behind their wheels) are starting to seriously piss me off. Newsflash idiot! Your H3 SUT Hybrid is still getting only 18MPG.

      Oh but its a V8 you say? That is exactly my f*&%^ng point.
      • 7 Years Ago
      If I'm not mistaken, Lexus has the least hybrid-y hybrids.
      • 7 Years Ago
      Does the "h" in LS 600H stand for humdrum MPG?
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