LEXUS RELEASES NEW CAMPAIGN
By Adnews Staff
DCC Communications has created a new branding campaign for Toronto-based Lexus Canada. The television and print advertising continues to use the tagline "The Relentless Pursuit of Perfection." According to the agency, the creative for the first time concentrates on the brand's personality. In one spot, called "Puddle," a man uses his Lexus to prevent a pedestrian from being splashed by a passing truck. In an ad called "Hip Hop" a Lexus and a sports car are stopped at a red light. The occupants of the sports car bob their heads to music that can be heard in both cars. They nod to the Lexus driver and pull away. The music plays on in the Lexus. The ads will run on national and specialty channels until late November. Print advertising, in which the technology of a Lexus is linked to a heightened state of excitement, will run in major magazines through December.