Lexus Introduces Drivers to its new HS and “Hello Someday”
New ad campaign launches automaker’s most advanced hybrid vehicle
EL SEGUNDO, Calif. (Sept. 9, 2009)â€”This month, Lexus raises the
bar once again with the arrival of the most fuel-efficient luxury
vehicle in the U.S. The 2010 Lexus HS250h hybrid sedan offers an
unprecedented blend of advanced technology, luxury and sustainable
With the HS, we’re bringing something to market that no one ever
envisioned, said Dave Nordstrom, vice president of marketing for
Lexus. People want to do the right thing they want great mpg, but
they also want the latest in technology, the latest innovations and a
car that’s fun to drive. This vehicle has it all wrapped up in one.
To launch the HS, the automaker is debuting an integrated marketing
campaign highlighting the vehicle’s future-forward innovations. Titled, Hello Someday, the campaign reveals that the car of the future is now
In one of five television spots produced for the launch the voiceover
reads: Someday cars will use infrared to monitor the driver’s face and
alert them when they’re not paying attention to the road. Hello
Someday. The ad, which showcases the vehicle’s available Pre-Collision
System with Driver Attention Monitor, illustrates how Lexus delivers
the possibilities of tomorrow, or Someday, to the forefront of the
automotive industry today.
In addition to television, the marketing campaign includes print,
online, event support and mobile applications. The TV spots, which
break today, will air during both prime time and sporting events on
ABC, CBS, FOX and NBC, as well as late night and on select cable
networks. Print ads are slated to run in a broad range of news and
lifestyle outlets, including Clear, Dwell, Esquire, Fast Company, GOOD,
National Geographic, The Economist, The Week, Playbill, The New York
Times and The Wall Street Journal.
The print campaign also includes a unique partnership with Cond Nast
in which ads have been customized to appeal to the interests of the
readers of individual Cond Nast magazines. Three different ads have
been created featuring renowned visionaries in fashion, architecture
and technology Isabel and Ruben Toledo, Richard Meier, and John Maeda,
respectively. The experts share what they believe innovation and the
idea of Someday will look like in their discipline and how the HS
fits into their view of the future.
Additional highlights of the campaign include:
â-ª Video Ad Podsâ€”Four video ad pod mini-commercials featuring advanced technologies of the HS will air on ABC and NBC online.
Conan Please Blow Up My Car Lexus partnered with The Tonight Show
with Conan O’Brien to create a promotion where participants submitted
their clunker in a sweepstakes for the chance to win and replace it
with an all-new HS Hybrid. The winner was announced on Sept. 4.
ABC’s Flash Forward Partnership The HS 250h will be a featured
vehicle of a key character on ABC’s highly-anticipated premiere season
of Flash Forward, and will also be featured in the show’s print,
television and online ad campaigns.
About the HS 250h
Lexus is creating an entirely new category for vehicles in the
marketplace with the launch of the HS Hybrid, which is the fourth in
its hybrid line up. The HS is powerful yet efficient, luxurious yet responsible the perfect blend of technology with sustainability.
Engineered from the ground up, the HS 250h redefines the word hybrid
with a multitude of advanced vehicle technologies, making this hybrid
unlike any other in the world.
The HS has four driving modes: Power, Regular, ECO and EV. When it runs
in the EV mode, which is purely electric power, the result is zero
emissions. The optional Heads-up Display clearly projects vehicle speed
and other data on the windshield. Optional Lexus Enform allows for
multiple points of interest to be pulled up from a home or office
computer, or any Web-enabled device, and sent via the Internet directly
to the vehicle’s available Navigation System. With an impressive 187
horsepower under the hood and an EPA-combined rating of 35 mpg, the HS
has the best combined fuel mileage of any luxury car in the U.S. and
gives new meaning to having it all.
The HS 250h has a base MSRP of $34,200. MSRP does not include the
destination fee of $875. For additional information about the Lexus HS
250h, visit lexus.com/HS.
Lexus is celebrating its 20th Anniversary in the United States. Since
its debut in 1989, Lexus has earned a reputation for offering
high-quality luxury vehicles and providing benchmark customer service
through its 227 dealers. This has led to Lexus being the top-selling
luxury automaker for nine years in a row. Lexus is also committed to
the environment and, with four hybrid vehicles in its line-up, is the
luxury hybrid leader. Through its innovative technology and outstanding
customer service, Lexus is dedicated to exceeding its customers’
Credit: Lexus USA
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