Lexus emphasises luxury status with carwash TV ad

Saatchi & Saatchi has produced an ad with a twist in its latest work for Lexus, the luxury car brand.

Saatchi & Saatchi has produced an ad with a twist in its latest

work for Lexus, the luxury car brand.



’Carwash’ opens on a young boy cycling up to a huge white house. He

approaches a Lexus GS300 parked in the drive and immediately gets to

work cleaning it. He puts 100 per cent into the job, covering the car

with soapy suds, rinsing every last trace off and cleaning every nook

and cranny - even plucking gravel from the tyres with a pair of

tweezers.



When he has finished, the boy goes up to the door and takes pounds 5 out

of his pocket to pay the owner for the privilege of cleaning the

car.



The ad ends with the brand strapline ’It’s the feeling inside’, which

was launched by Lexus earlier in the year.



The ad, which was written by Mike McKenna and art directed by Greg

Martin, breaks this week. It was directed by Peter Thwaites at Gorgeous

and media planning and buying are through Zenith.



David Brimson, the general manager marketing at Lexus GB, said: ’This is

the fifth commercial in the ’It’s the feeling inside’ campaign. The

campaign not only positions Lexus at the top of the luxury car market,

but also builds a distinctive character for the brand.’



Saatchis launched the latest campaign in February. The work aims to

create an attitude around the brand, conveying something about the owner

rather than simply the car itself.



The TV work will be supported by press and radio, which will launch in

May.