LEXUS CAMPAIGN PULLS ONTO NEWSPAPER AND MAGAZINE PAGES
By Adnews Staff
A print advertising campaign for the new Lexus LS 430 is driving onto the pages of newspapers and magazines. The initial print campaign, from DCC Communications of Toronto, will be followed with a more intensive advertising push in the spring. The creative, in both French and English, is intended to create anticipation for the luxury sedan. A double-page newspaper spread depicts 60 compressed and recycled metal cubes, formerly full-size LS 430 prototypes. Four full-page newspaper ads and a two-page magazine ad are designed to further explain the evolution of Lexus' LS 400 to the LS 430. Additional ads in the campaign highlight features of the car such as rain sensor activated wipers, a cruise control system which scans the road ahead and adjustable rear seats with back massage. Newspaper executions are scheduled to run throughout November and December. Magazine ads will begin appearing in this month in news, business and auto publications, extending later into general interest and lifestyle magazines as well as theatre programs.