Lexus Ties On A New Bow

Lexus RibbonClear 'em out with a jingle! That's the call heard round the U.S. this time of year. And definitely in Detroit, New Jersey and LA.

Automakers are in year-end mode -- and that means you can expect those snow-filled ads with lots of ribbons and the odd car wrapped up like a present. 

Lexus kind of owns that, as every year since forever it has run year-end ads in which someone is giving someone a Lexus with a big red bow on it to tout year-end incentives running through Jan. 2. You must remember “December to Remember.” This year it's a bit different, however. The focus is on fashion, and pop music. That makes sense if you think about how the Toyota Motor luxury brand has turned the rudder to set a new course with product and marketing to get beyond the perfect engineering motif.  



“The new spots feature our symbolic oversized bows while spotlighting the care and craftsmanship that go into every Lexus vehicle,” said Brian Smith, Lexus vice president of marketing, in a statement. 

There are three of ads for the campaign, via AOR Team One. One focuses on the 2014 Lexus IS, which the company has put a special spotlight on because it's the latest total redesign addressing a new aesthetic. A woman sews a red silk ribbon, cut with shots of vehicle-interior amenities, and design. Back to the woman sewing the bow, then cut to someone driving the IS with zeal. 

Another ad touts the new ES luxury sedan, using the same creative idea, with a second woman coming in and helping. In the third spot a family helps create the bow, and that ad spotlights a white 2014 Lexus RX crossover. As the RX rolls over a winter landscape, creative cuts to the family, with the bow's jewels. The bow is different for each vehicle. 

The company says the new ads have a new music motif, with an alt-rock take on holiday music via Grammy nominee Sam Sparro. Lexus says extensions include radio, print and online extensions. Lexus says the TV spots will grab such TV media as network television, cable television, and sports channels. Digital campaign executions will run on the automotive vertical, and out-of-home campaign extensions include placements in DC Gallery and Times Square. 

The automaker will also do a cause element, “Check In for Charity” on social with Facebook and Foursquare via Check-ins to local coffee shops, retail stores generate $1 donations, up to $150,000, from Lexus to Boys & Girls Clubs of America.

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