A hybrid vehicle is a badge of green thinking that every vehicle owner wears on their sleeve. The Symbolic Value of being perceived as an eco-friendly individual is what really “drives” the motivation. The flip side of being energy efficient is that hybrids are not commonly associated with high-performance and fun drive factor. Lexus, with their latest 2011 CT Hybrid compact sedan is trying to change that perception. So they created a TVC that demonstrates the vehicle in logic-defying city scenes. We of course we’ll never see these “sci-fi” scenes, unless it’s in Hollywood, but it’s interesting to ponder about the impact of such TVC to induce a change in people’s perception of the “rather stale” performance of a common hybrid. In Lexus‘ version, they even tout the new CT Hybrid as a combination of “conscious” and “conspicuous”, the latter word is not commonly found in the same sentence to describe a hybrid.
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