PR: Lexus Introduces Drivers to its new HS and “Hello Someday”
09-09-09, 03:47 PM
#1
Lexus Connoisseur
Thread Starter
PR: 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)—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 materials.
“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 a reality.
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 Condé Nast in which ads have been customized to appeal to the interests of the readers of individual Condé 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:
▪ Video Ad Pods—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.
About Lexus
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’ expectations.
Credit: Lexus USA
EL SEGUNDO, Calif. (Sept. 9, 2009)—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 materials.
“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 a reality.
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 Condé Nast in which ads have been customized to appeal to the interests of the readers of individual Condé 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:
▪ Video Ad Pods—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.
About Lexus
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’ expectations.
Credit: Lexus USA
Last edited by flipside909; 09-09-09 at 03:59 PM.
09-09-09, 03:50 PM
#2
Lexus Connoisseur
Thread Starter
HS 250h Ad Campaign 1:
HS 250h Ad Campaign 2:
HS 250h Ad Campaign 3:
HS 250h Ad Campaign 4:
Photos: Lexus USA
HS 250h Ad Campaign 2:
HS 250h Ad Campaign 3:
HS 250h Ad Campaign 4:
Photos: Lexus USA
09-09-09, 03:56 PM
#4
Lexus Connoisseur
Thread Starter
HS 250h Ad Campaign - Video Clips: Click on thumbnails below.
Infrared:
Radar:
Satellite:
Sonar:
Hello Someday:
Videos: Lexus USA
Infrared:
Radar:
Satellite:
Sonar:
Hello Someday:
Videos: Lexus USA
09-09-09, 09:06 PM
#6
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These are really cool ads highlighting the technology and "cool" aspects of the car. The aim with the HS for Lexus is to attract younger buyers, and that is what Lexus is focusing on with these ads being technology-centered. Also partnering with Conan is part of it as well.
The hybrid part of the car I'm sure will be emphasized as well.
These ads are definitely way better than the Prius.
The hybrid part of the car I'm sure will be emphasized as well.
These ads are definitely way better than the Prius.
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09-12-09, 11:22 PM
#10
Moderator
Great job Lexus with the HS 250h...I saw my first HS commercial a few nights ago...
09-14-09, 05:59 PM
#11
The ads have been running regularly on CBS with the US Open coverage/sponsorship. They gave the IS-C to winners.
I noticed also, the new Mr. Lexus James Remar does not narrate the HS ads, perhaps they are microtargeting and the HS ads which speak to a more niche hybrid efficiency audience are different.
I noticed also, the new Mr. Lexus James Remar does not narrate the HS ads, perhaps they are microtargeting and the HS ads which speak to a more niche hybrid efficiency audience are different.
09-15-09, 04:54 PM
#12
Moderator
I saw the new commercial for the new 2010 ES 350 and the voice wasn't Mr. Lexus James Remar either. Did James Remar get laid off and they hired a new guy? I was just getting used to James Remar's voice. Lexus don't keep changing the voice, it shows inconsistency...
09-15-09, 10:17 PM
#13
Interesting, I have yet to see a 2010 ES 350 ad (any hints on what program it aired with?). But Mr. Remar was certainly narrating the August "Golden Opportunity" ad campaign, so he is still the main voice up to then. Perhaps there are some campaigns where they mix things up a bit; I recall the launch of the LS 430, while Mr. Sloyan narrated the NAIAS press video, the launch ads were narrated by someone else; when later LS 430 ads were aired, Mr. Sloyan again narrated them.
Incidentally, due to the contract termination, they even re-recorded Mr. Sloyan's narration for Lexus.com videos--even the SC 430 video...which for that one, without his voice narrating the 'refined luxury' spiel for that car, sounds rather strange with a 'young hip voice' which works better for the IS/HS/etc. Also they reaired the GS donut ad with Mr. Remar narrating.
Incidentally, due to the contract termination, they even re-recorded Mr. Sloyan's narration for Lexus.com videos--even the SC 430 video...which for that one, without his voice narrating the 'refined luxury' spiel for that car, sounds rather strange with a 'young hip voice' which works better for the IS/HS/etc. Also they reaired the GS donut ad with Mr. Remar narrating.
