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Saatchis creates Lexus 'cocoon'.(Lexus auto cushions and isolates driver from outside world)(Brief Article)
Saatchi & Saatchi is positioning Lexus cars as a 'third space', which cocoons the driver and makes the outside world cease to exist, in a new TV branding campaign for the Toyota marque.
The campaign, which incorporates one 60- and one 40-second ad, builds on the strapline, 'It's the feeling inside', first introduced by Saatchis in 2000 to highlight the sense of satisfaction felt by Lexus drivers.
Launching on 6 May, the ads will run nationwide for three months and will be supported by advertising in the lifestyle press. Media planning and buying is handled by Zenith Media.
Zenith's strategic planner, Richard Monk, said: 'Concentrated TV work is the best way for us to build a brand personality for Lexus.'
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