Saatchi & Saatchi is launching the latest executions in its first
branding campaign for the luxury car marque, Lexus.
The work, which breaks on national TV on Friday, aims to create an
attitude around the brand, conveying something about the owner rather
than just portraying the car.
One execution features a man going into a car park in the morning.
Nearing the lift, he sees another man inside and speeds up to catch it.
He appears to fail, though, as the man inside hurriedly presses the
button and the lift doors close. But when the man in the lift turns
around, he is taken aback to find that the first man is standing behind
him in the lift after all.
The ad ends with the line: ’It’s a feeling inside.’
Dave Droga, creative director of Saatchis, said: ’Lexus has never taken
this approach before. The two latest executions take a more cerebral
approach and aim to capture something beyond the metal of the car. The
ad is saying that the owner can conquer anything.’
Another execution features a jogger who is intimidated by footsteps
behind him but manages to find his way out of the situation.
The ads were written by Ross Ludwig and art directed by Andrew
They were directed by Jonathan Greenhalgh through Godman. Media is
through Zenith and Saatchis.
The campaign coincides with the opening of 55 new Lexus centres. They
feature a ’Lexus Lounge’ - a seating area available to Lexus owners for
private or business use.