Lexus launch the New Generation GS pan-European advertising campaign

[1SICKLEX]

http://www.lexus.co.uk/news.php?page=article&id=saatchi


The new GS will be launched on the 1st April with a European television advertising campaign featuring 60 and 30 second spots.

"The launch of the new GS allows us (Lexus) to re-ignite the relationship with our European customer base," says Stuart McCullough, Director of Lexus Europe. "We truly believe that there is an opportunity for luxury brands that appeal to people who want something different from their car as opposed to just badge value. They require quality as well as unique design, and a refined driving experience."

While dramatising the car's new design features, the advert focuses on the consumers' emotional experience while driving the new GS. It's based on the consumer insight that the GS offers an "antidote to a chaotic world", due to the luxury and comfort of the ride. Water is the recurrent theme, used to communicate the car's therapeutic values, stating: "The new GS from Lexus. Takes you miles away in seconds".

The campaign was written by Joel Bradley and art directed by Dennis Willison of Saatchi & Saatchi London. Ivan Bird was the Director.

The new GS will be launched on 15 April 2005.