Lexus - Missing h

Taken from Everything's Better With Brentter: Lexus - Missing h

So Lexus just released this spot promoting their new hybrid line of automobiles. In it they try to show us what a typical day would be like if all of a sudden a letter in the alphabet (you guessed it: the "H") were to all of a sudden go missing. This was a product of Team One (LA) and I have to admit that I liked this spot, but that's just because I think I might have some sort of psychological disorder that makes me like 90% of all Lexus ads.....no matter how "off" they might be in concept (I'm still waiting to get the test results from the doc. though, so we'll just have to wait and see on whether this is treatable).
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In typical Lexus fashion they have that great sounding announcer explain that the letter "h" didn't leave because it felt unappreciated, but rather it had just found a better place to live.... that place of course being on the back 'hybrid' tag on the new Lexus. If they just wanted a spot that utilized an interesting concept, and left it at that, then they succeeded. That is at least what I've been telling myself (and my shrink). If they were attempting to convey the message by showing just how off center the world would be if a letter were to be removed, thus inferring the power of that particular letter, which would then lead the consumer to associate the power of the letter with the power of the car, then I think they were a little "off" in their presentation. Then again, this is probably me just making up an entirely new series of storyboards that never were pitched (and for good reason).

view more on the piece here.

You can also watch the entire campaign here in the commercial archive.
Lexus - H left - (2008) :30 (USA)

Lexus - H left part 2 - (2008) :30 (USA)

Lexus Hybrid - Hypothesis - (2008) :30 (USA)

Lexus Hybrid - The Power of H - (2008) :60 (USA)

Lexus Hybrid - Missing H - (2008) :60 (USA)