Luxury advertisers have always taken their dignity seriously, but lately
they're loosening their ties. First, there were Asprey's zany, deadpan magazine
ads in which dogs wore jewels and a haughty heiress taunted her maid. Now
Lexus is poking fun at itself – and its well-heeled customers. Spring
ads in Automobile Magazine and Town & Country feature
a woman with a lipstick smear across her face. The punch line: "Aaah,
the sheer joy of traveling 0 to 60 in 6.3 seconds." The TV spots are
even more outrageous as luxury ads go, says Creativity magazine.
The car's superior acceleration squashes Mr. Bill on the road in one ad,
while flattening a man's brain against the back of his skull in another.
Luxury advertisers have always taken their dignity seriously, but lately
they're loosening their ties. First, there were Asprey's zany, deadpan magazine
ads in which dogs wore jewels and a haughty heiress taunted her maid. Now
Lexus is poking fun at itself – and its well-heeled customers. Spring
ads in Automobile Magazine and Town & Country feature
a woman with a lipstick smear across her face. The punch line: "Aaah,
the sheer joy of traveling 0 to 60 in 6.3 seconds." The TV spots are
even more outrageous as luxury ads go, says Creativity magazine.
The car's superior acceleration squashes Mr. Bill on the road in one ad,
while flattening a man's brain against the back of his skull in another.