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What's amazing about this campaign from Lexus for their Hybrid vehicle is not so much about the brilliant creative spot, but the actual messages of sustainability and personal passion, actual viewers stories.
The hybrid campaign was created by the agency TeamOne of El Segunda, California, began airing on March 6th and also includes a partnership with CurrentTV, where the Lexus Hybrid philosophy became a part of popular conversation. The community was invited to express the power of "H" by shedding light on great achievements. CurrentTV producers created and submitted a VCAM (Viewer Created Advertising Message). The ads had to either demonstrate Lexus’ “actions speak louder” philosophy, or profile a person or organization that, like Lexus, puts creative thinking and innovation into action. The effort drew hundreds of submissions. The producers of the four VCAM ads, selected by Lexus, receive $2,500 each, and their ads will air on Current TV and Current TV online, as well as social media spaces and lexus.com. (See all 4 winning entries below)
The main mass media television spot titled “Milestones,” is the first for this series of Lexus Hybrid, and reminds customers of the company's five-year history of putting hybrids on the road and highlights a series of advancements and changes that the world has seen since the first Lexus Hybrid hit the road five years ago.
The spot reminds the audience that when Lexus built its first hybrid back in 2004, YouTube didn't exist and Facebook was still run out of a dorm room. On screen, the spot shows thousands of Lexus Hybrid vehicles forming the shape of a computer cursor, a gas nozzle, a landline and, finally, the letter “H” illustrating how much the world has evolved during those five years. It is the story of the Lexus Hybrids as told by the vehicles themselves.
The ad was created by agency TeamOne of El Segunda, California, began airing on March 6 and will run during prime time, on network television and cable specialty channels. In addition, the spot will also focus on NCAA March Madness and throughout Major League Baseball programming and finally, in conjunction with CurrentTV, an auction based television buying platform.
In addition to television, Lexus will run a national print campaign, online banners and out-of-home advertising in 12 markets. Two print ads titled, “Close Your Eyes” and “Roads” will appear in consumer print publications such as Men’s Health, Women’s Health, People, Sports Illustrated, Vogue and USA Today.
The hybrid campaign also includes a partnership with CurrentTV, where the Lexus Hybrid philosophy became a part of popular conversation. The community was invited to express the power of "H" by shedding light on great achievements. CurrentTV producers created and submitted a VCAM (Viewer Created Advertising Message). The ads had to either demonstrate Lexus’ “actions speak louder” philosophy, or profile a person or organization that, like Lexus, puts creative thinking and innovation into action. The effort drew hundreds of submissions. The producers of the four VCAM ads, selected by Lexus, receive $2,500 each, and their ads will air on Current TV and Current TV online, as well as social media spaces and lexus.com.
Lexus VCAM: h is a "Flat Stomach" - Official Selections
Getting in shape is a common New Years resolution. But not many people take the action necessary to make this happen.
Lexus VCAM: Zaqistan [Official Selection]
A group of young artists build a new country in the desert.Lexus VCAM: Innovation on the Dairy [Official Selection]
Dairyman Brian Fiscalini is using innovative technology to create energy from the waste produced on his dairy.Lexus VCAM: Urban Salvage [Official Selection]
A young man shows how he salvages wood and other materials and builds sustainable products.
Creative Credits - "Milestones"
Agency: Team One
Chief Creative Officer: Chris Graves
Group Creative Directors: James Hendry, Craig Crawford
Copywriter: Molly Grubbs
Art Director: Emily McDowell
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