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DESERT DEPARTURE FOR NEW LEXUS LINE

Published on .

Toyota Motor Sales USA's Lexus turns the key on its new LS 400 line with a campaign starting tonight. The spots, themed "A new journey," feature an African desert landscape with minimal car footage. The "esoteric" departure "gives Lexus a bold new voice and lets consumers know we've embarked on a new generation," said Scott Gilbert, co-chairman and CEO of Team One, El Segundo, Calif. At nearly $50 million, spending will rival that of Lexus' debut launch in 1989.
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