Lexus adopts new tone in fall campaigns

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Lexus division of Toyota Motor Sales USA moves away from its sophisticated voice in a series of ad campaigns breaking this month and through the fall from Team One. The LS campaign, tagged "When was the last time you were this connected to a car," uses painted images of drivers so they appear to blend into the vehicle. A techno pop branding spot shows Lexus products on TV sets. The biggest push this fall will be the $40 million late October campaign for the GS, to be positioned as the world's fastest luxury sedan. Spending overall will remain near 1996's $150 million level.

Copyright September 1997, Crain Communications Inc.

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