Saatchi & Saatchi chief executive officer Simone Bartley said, "The new branding campaign shifts the emphasis from the engineering perspective - the relentless pursuit of perfection - to the driver's experience."
The campaign is designed to complement Lexus' brand-building programmes in its current markets of Taiwan, South Korea, Hong Kong, Singapore, Thailand and Brunei.
The ads are designed to suggest to consumers the idea of what it is like to drive a Lexus. Saatchis executive creative director Graham Kelly said: "The experience of driving a Lexus is a bit like having your very own private space on the road. This was a good starting point for the creative team... and it ended up being a natural interpretation of the Lexus experience.
A library for the quietest drive. A jazz cafe for true high fidelity, courtesy of Mark Levinson (the maker of the sound system used in the Lexus)."
Added Vince Socco, general manager for Lexus business development at Toyota Motor Asia-Pacific: "Lexus has always been about the customer.
It is this commitment to providing our customers with the ultimate ownership experience that is at the centre of our every effort. Our latest communications campaign communicates that commitment from our owner's view."
The print campaign will run until the end of the year in local media and regional print titles such as Business Week, Time, Fortune, National Geographic and Newsweek.