Brand Building | When a hybrid exceed all expectations…


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.

About dianhasan

Brand Storyteller, Travel Writer, Speaker, Creative Writer & Thinker - avid observer of randomness in everyday life - Sustainable Business, Eco Matters, Sustainable Urban Issues, Architecture, Heritage Conservation, Innovation & Brand-Strategy, Cross-Cultural Communications, Travel, Tourism & Lifestyle.
This entry was posted in Ads, TVCs & Commercials, Japan, USA and tagged , , , . Bookmark the permalink.

One Response to Brand Building | When a hybrid exceed all expectations…

  1. Pingback: Logo & Corporate Identity | Slanted letter “L”. Separated at birth? | IDEAS INSPIRING INNOVATION

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