LEXUS' NEW SAFETY ADS DEPICT RISKY DRIVERS: NOTES THEY'RE ON ROADS 'WITH YOU'

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Toyota Motor Corp. USA's Lexus division's new safety-oriented ad campaign will break in November, with creative that shows various unsafe drivers.

Those include a businessman talking on a cell phone and working on a laptop, a man changing his shirt and a woman being kissed by her dog. As the commercial closes, it flashes the tag, "She [or he, depending upon the spot] drives the same roads you do."

Ads end with the address of a safety-related Web site. Team One, El Segundo, Calif., created the campaign (AA, Oct. 4), as well as model-year 2000 TV that broke last week.

LEAVENED WITH HUMOR

In that current effort, humor is used to try and lighten the luxury division's image.

In "Late Again," a husband gets out of his Lexus and slinks in at dawn, trying to pretend he's been out with another woman. "Nice try," says his wife. "You've been out driving again."

Lexus officials said ad spending will increase 10% in 2000. The division received $151.4 million in measured media in 1998, according to Competitive

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