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Lowe Lintas has launched the first TV branding campaign for

Vauxhall Motors since it dumped Griff Rhys-Jones from its advertising in

April.

The executions take a new direction and aim to adopt "a more real-world

approach" in a bid to better connect with consumers. The "Raising the

standard" line has been replaced with "Handles life beautifully".

The creative idea is to celebrate Vauxhall's benefits using a series of

real-world scenarios. Each of the new ads focuses on how the cars and

their innovations make users' lives and driving more enjoyable.

The campaign launches with two 30-second executions. "Mr Forgetful",

which breaks this week, highlights the Astra Convertible's remote

control hood.

The ad sees a man driving to the train station when he checks the time

only to discover he has forgotten his watch. Once on the train it starts

to rain and he realises he has left the hood on his car down - but by

pressing a remote button from his train seat, the hood closes. The last

shot shows that he has left his briefcase on the car seat.

Patrick Dunster, the marketing communications manager at Vauxhall, said:

"Clever cars for the real world allows us to focus on the Vauxhall brand

as well as on the consumer benefits of our products. I'm convinced this

fresh approach will really click with consumers."

The ads were written by Sam Cartmell, art directed by Jason Lawes and

directed by Paul Gay through Outsider. Media planning and buying is by

Initiative.