Lexus launches £6m hybrid campaign in the UK

Luxury car maker Lexus has announced a substantial multimedia ad campaign promoting its industry-leading range of hybrid models for the fourth quarter of 2007. The spend of more than £6 million includes national TV, landmark billboard, on-line, and magazine activities.

Designed and co-ordinated by full service agency CHI & Partners with communications planning from ZenithOptimedia, the campaign will emphasise the engineering innovations that have enabled Lexus to build a range of high performance cars with substantially better emissions levels and fuel efficiency than rival premium market brands. It coincides with the October launch of the LS 600h hybrid power limousine, the new Lexus flagship model.

The television ads will air across six weeks from 17 September, the camerawork moving through prairie and desert panoramas to gradually reveal an LS 600h driving in an urban landscape. The tag line declares: “One day high performance will come with lower emissions....not one day but today.”

A 40-second version will be screened on television, with an extended 60-second version for Virgin Atlantic services airing through to Christmas.