ar brand Lexus took the unusual step of placing an ad to promote a television commercial to maximise the impact of the launch of its latest model. Taking no chances, it has taken full-page ads in UK newspapers to alert readers to a new TV slot, which showed off its latest sports utility vehicle on Channel 4.

Its teaser adverts for the Lexus RX 400h, which has two electric engines plus one petrol engine, and retails for about �38,000, appeared in several newspapers, including the Times and the Guardian. Clive Baker, regional account director with the brand�s advertising agency Saatchi & Saatchi, says, "We really want to make a noise. It�s such a change for the motor industry, it�s very different to what�s out there."... more