Paul McCartney licenses song for luxury Lexus SUV commercial

by Staff, brandrepublic.com, 21 September 2005, 08:30AM

LONDON – First it was Fidelity Investments, now former Beatle Sir Paul McCartney is allowing one of his songs from his new album to be used in the advertising campaign backing the launch of the new Lexus luxury hybrid SUV, despite once saying advertising cheapened music.

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The song 'Fine Line', from his newly released album 'Chaos and Creation in the Backyard', marks the first time a McCartney song has been used in an ad.

In 1995, McCartney attacked Michael Jackson for allowing Beatles' music to be used in TV ads, saying it "cheapened" the songs. Jackson bought the publishing rights to the Beatles back catalogue in 1985 for £50m, a move that precipitated a falling out between the pair who released two hits singles, 'Say Say Say'and 'The Girl ss Mine', in the 80s.

The 30-second spot is an extension of Lexus' sponsorship of the Paul McCartney 'US' Tour and it follows McCartney being signed earlier this year as the very rock'n'roll face of Fidelity Investments – a pension provider among other things.

An SUV might be seen as a dubious product for the vegetarian and environmental campaigner, but the former Beatle said it was the hybrid qualities of the new Lexus swung him behind the car.

"It's good to be involved with a company that sees the value of an environmentally conscious product," McCartney said. "I was happy to provide the music for the spot."

The ad depicts a Lexus RX 400h speeding past other awkward, less powerful alternative energy vehicles with a voiceover saying "It's time for an alternative vehicle that's fuel-efficient ... yet spacious. That runs cleaner ... yet more powerfully".

Lexus claims that the RX 400h provides a true alternative to V8-powered SUV offering fuel economy and performance while producing 90% fewer smog-forming emissions.

Deborah Meyer, vice-president of marketing for Lexus, said: "It not only supports the performance of our hybrid SUV, a first in its class, but it also introduces the newest of Paul McCartney's unique, iconic music to everyone."

In addition to the new ads, Lexus is supporting the "Chaos and Creation in the Backyard" CD through a promotional sweepstakes and a special website www.lexus.com/mccartney.

As part of the deal, Lexus has also announced the donation of the Paul McCartney Signature Edition Lexus RX 400h to the charity Adopt-a-Minefield.

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