Lexus complains to ASA as Vauxhall ‘steals’ its strapline

Luxury car marque Lexus has complained to the Advertising Standards Authority (ASA) about an ad created by Delaney Lund Knox Warren & Partners (DLKW) for Vauxhall’s Vectra model. The Toyota-owned brand is objecting to Vauxhall using the same strapline in its press ads as the one used for Lexus’ premium saloon the LS430. Both say: “The strong, silent type”.

DLKW won the brief for the Vectra last month – the car has not been advertised before.

The ad for the LS430 was created by Saatchi & Saatchi, and broke in July. The LS430 is Lexus’ flagship model and is positioned as the ultimate in refinement, comfort and performance.

A complaint against a press ad for a Remington shaver, created by Grey London, has been partly upheld following an objection from rival Philips Electronics UK. The ad says: “Remington Titanium, stays sharper longer”. The ASA has asked Remington to amend the claim and consult the CAP Copy Advice team.

The ASA has not upheld complaints against a British Heart Foundation (BHF) ad that says: “Fear the pie. Heart disease is Britain’s biggest killer…” and features a picture of a pie. The ad triggered complaints from pie manufacturer Shire Foods and a member of the public, who objected that the ad denigrated pies and implied that all pies are unhealthy. The ASA ruled that the reference to pies is intended to refer to processed foods in general.

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