Lexus announced today a new national marketing campaign to prove that choosing a hybrid doesn't mean making compromises. Coined "...
Lexus announced today a new national marketing campaign to prove that choosing a hybrid doesn't 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," said Cooper Ericksen, Lexus vice president of marketing. "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."
The 30-second TV spot, "Cloudy with a Chance of Truth," can be viewed here. In it, an LC 500h hybrid performance coupe maneuvers 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," added Ericksen. "Not just for the eco-conscious, Lexus hybrids offer performance, luxury and the added benefits of hybrid."
While alternative fuel vehicles offer future benefits such as helping the environment and cost-savings, Lexus hybrids also provide exhilarating experiences. Lexus 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 U.S. 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.
Agency: Team One
Account Manager – Cristina Alfonso
Group Strategy Director – Cliff Adams
Assistant Producer – Claire Allman
Associate Director, Strategic Planner – Nicole Cestaro
Group Creative Director – Craig Crawford
Chief Creative Officer – Chris Graves
Art Director – Steve Hanlon
Senior Project Manager – Melanie Lee
Jr. Strategic Planner – Lauren Mabuni
Associate Project Manager – Madison Merhoff
Account Executive – Chris Loughlin
Account Director – Amy Oars
Product Insights Management Supervisor– Joe Rigonan
Product Insights Manager – Vincent Scott
Business Affairs Manager – Jessica Solorzano
Associate Creative Director – Charlie Stephenson
Senior Producer – Jenny Valladares
Executive Producer – Sam Walsh
Product Insights Manager – Jeremy Wenninger
Production: Sibling Rivalry
Director/Partner -- Joe Wright
Director of Photography -- Pete Konzcal
Executive Producer/Partner -- -Maggie Meade
Executive Producer -- Shelby Ross
Head of Production -- Joanna Fillie
Line Producer -- -Amanda Clark Altham
VFX Studio: JAMM VFX
VFX Supervisor/ Lead Compositor: Jake Montgomery
Flame Artist: Patrick Munoz
Flame Artist: Michael Vaglienty
CG Supervisor: Andy Boyd
CG Artist: Nha Ca Chau
CG Artist: Zachary Dimaria
Production Coordinator: Justine Pregler
Executive Producer: Asher Edwards
Color: The Mill
Colorist: Damien Van Der Cruyssen
Editorial: General Edit
Editor -- Noah Herzog
Assistant Editor -- Matt Dunlap
Executive Producer -- Lisa Kropfl
Music & Sound Design: Q Department
Voiceover: Minnie Driver
Mix: Juice Studios
Sound Engineer – Bruce Bueckert
Sound Engineer – Bob Gremore
Executive Producer – Dawn Redmann