- Lexus is celebrating 25 years of its “December to Remember” campaign with the debut of two latest commercials meant to evoke holiday nostalgia, according to a press release.
- “Letter” shows the nice lengths a family — aided by their Lexus vehicles — goes to so as to help a young girl deliver a letter to Santa. “Forecast” tells the story of a meteorologist stuck on the office due to a winter storm before being surprised by unexpected guests.
- In addition to the spots, Lexus will team with content creators to share Lexus-themed creations for his or her social media audiences. The broadcast spots will air across cable, digital broadcast extensions and sports programming including Amazon’s “Thursday Night Football.”
Lexus is marking the twenty fifth anniversary of “December to Remember,” a campaign that has served as a staple of the automaker’s marketing strategy since its 1999 inception, with the reveal of two nostalgic holiday spots. The effort arrives as a sea of others similarly look to nostalgia to strengthen their marketing strategies and ring a bell with consumers.
In addition to “December to Remember” serving as a key contributor to Lexus’ brand identity, the campaign has also set a typical throughout the automotive industry to deal with not only marketing products, but on creating memorable moments, per release details.
“At Lexus, we consider that once we truly understand people, we are able to create amazing products and experiences for our guests,” said Cynthia Tenhouse, vp of Lexus marketing, in a press release. “This human-centric approach guides our ‘December to Remember’ campaign annually, pushing us to create compelling stories for our audiences.”
The first 45-second spot, “Letter,” follows a mother-daughter duo as they arrive on the post office to deliver a letter for Santa, only to realize the placement is closed. Using the Lexus NX’s Intelligent Assistant, the mother makes a phone call to Uncle Bryan, who arrives in a Lexus RX to help keep the letter moving. (*25*), the family is seen pulling up next to the daughter’s grandpa in his Lexus GX. A gust of wind blows the letter away before she will be able to pass it on, nonetheless, upon waking the subsequent morning to a brand new piano, she exclaims, “He did get my letter!”
The second spot, “Forecast” begins with a meteorologist declaring to his listeners that he shall be stuck within the office due to a permanent winter storm. However, he’s then surprised as family and friends bring the festivities to him with the assistance of their Lexus GX, TX and LX vehicles.
Additionally, the brand is bringing back its “Stranded” ad, which follows a lady and her furry friend as they race in her Lexus GX to save the dog’s owner and other stranded companions. Lexus’ broadcast spots began airing Nov. 18 and can span cable and high-visibility sports programming including “Sunday Night Football,” “Thursday Night Football,” the NHL and the NBA. Supporting media shall be rotated across digital broadcast extensions including ESPN, Hulu NHL, the NFL Network, Bleacher Report and more.
Lexus will round out its campaign later this season by partnering with content creators to develop “unexpected Lexus creations” to be shared with social media audiences, including edible designs by Marian Sarkisian and life-size ice sculptures by Marco Hernandez.
Lexus has often attempted to strike a more emotional connection with its goal audiences. Last fall, the automaker sought to connect with the “latest modern family” by running eight different broadcast spots, each catered to different demographics. Competitors of the brand have similarly looked to emotion to balance their otherwise product-heavy campaigns, including Hyundai and Ford.
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