Saatchis unveils Lexus RX300 pan-Euro drive

Saatchi & Saatchi London has developed a pan-European campaign to launch the new Lexus RX300 luxury four-wheel drive. The RX300 is set to compete against marques including the BMW X5 and Mercedes M-Class.

The campaign will include a 40-second TV commercial, a press campaign and outdoor executions.

Introducing the strapline, "The new RX300, it changes everything", the creative aims to push three key points. It highlights the design changes to the new model, the impact the RX300 will have on its sector and the impact the car will have on other drivers.

"We found an insight that unites 4x4 drivers regardless of geography," Kevin Dundas, the managing director of Saatchis, said. "Using this as a strategic platform, we launched a pan-European solution."

The ad opens with a man driving a RX300 around Barcelona. He decides to drive home in a more adventurous way than other drivers, and is seen driving over roadworks and through the middle of a flooded road.

At the end, he pulls into the driveway of his stylish home and parks on an area of rocks. The voiceover says: "The new Lexus RX300, you may need to remind yourself it's a 4x4."

Media planning and buying is through ZenithOptimedia. "We have tried to find brand matches, so the television programming is very selective with top dramas such as The West Wing on Channel 4 and cherry-picking from ITV," Rob Dingwall at ZenithOptimedia said. "The large format outdoor sites show off the car to best effect."

A supporting print campaign will initially appear in national newspapers.

From July, creative will run in lifestyle, current affairs and motoring titles.

The campaign was written by Mike Campbell and art directed by Colin Jones. The TV ad was directed by Jason Harrington at Stark Films.

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