Saatchis creates ’cerebral’ Lexus ads

Saatchi & Saatchi is launching the latest executions in its first branding campaign for the luxury car marque, Lexus.

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

Clarke.



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.



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