Lowe promotes new Vauxhall Signum as a rule-breaking car

Vauxhall is launching what it claims is an entirely new class of premium car, the Signum, with advertising stating that "normal rules do not apply".

The national TV campaign through Lowe marks the start of an initiative by the company to shed its reputation for making plain cars by launching a series of out-of-the-ordinary niche models.

The Signum is aimed at 35- to 50-year-old middle managers who want a car stylish enough for business but also suitable for family outings.

The commercial, breaking nationally this Friday and scheduled to run for the next five weeks, emphasises the message by linking the car with a series of strange sights.

They include sycamore seeds rising into the air, water rising up the side of a dam and rain inside a road tunnel.

The ad was written by Sarah Naughton, art directed by Alistair Ross and directed by Rob Saunders through HLA.

Jonathan King, the Lowe associate director on the business, said: "We have to recognise that people are using their cars in such a diverse way that the categories are becoming blurred."