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).

About Lexus
Lexus has become synonymous with luxury since its introduction in 1989. By offering some of the finest quality luxury vehicles and providing benchmark customer service, Lexus has remained the top-selling luxury nameplate in the United States for eight years in a row. Lexus and its 223 dealers have repeatedly achieved high honors for both the products they sell and the customer service they provide.

Credit: Lexus USA

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