Direct marketing executions, using the theme "the beauty of broadsheet", will go out to agency creatives and account planners this week.
The mailing features a Lexus ad running simultaneously in The Daily Telegraph and tabloid newspapers. The first sheet of the mailing is a broadsheet ad with the copy "you can do it well", the second a tabloid-sized ad with the line "or do it half as well".
Nucleus created the campaign along with Nicki Shepherd, Telegraph Group's ad marketing manager.
Jonathan Wilson, the ad display director at Telegraph Group, said: "We plan to follow up the campaign with research to prove broadsheet pages have a greater impact than tabloid ads."