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
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
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