The iconic giant red bows are back, but Lexus isn’t glossing over the fact that this holiday season is going to be very different thanks to the pandemic.
The 2020 Lexus “December to Remember” campaign from IW Group salutes the roles that driveways have played throughout the year and takes an uplifting, glass-half-full look back.
With outdoor gatherings encouraged due to the COVID-19 pandemic, driveways have become safe places to celebrate milestones and holidays. They have also become canvases for sometimes-inspiring chalk art messages.
“As a brand that keeps people at the center of everything we do, Lexus is looking back at this year and focusing on the extraordinary ways we connected,” said Lisa Materazzo, vice president of Lexus marketing, in a release. “In the midst of so much change, ultimately the one thing that’s remained true is people’s desire to celebrate together.”
Themed “Driveway Moments,” the campaign debuted in national broadcast Nov. 8. The sales event offers incentives through Jan. 4.
“Birthday” captures a grandfather’s driveway birthday celebration. His grandkids hold up signs, smile and wave from the backseat as they stop in front of their grandparents’ house. At the holidays, the spot showcases a Lexus contactless delivery and a moment of surprise as two young boys run out on to the driveway to see their family’s new Lexus is topped with the iconic red bow.
“Graduation” focuses on a teenager’s driveway high school graduation party. She waves joyfully from her driveway with her parents as her friends drive by in a parade. As the holidays approach, a dad arrives home and greets his daughter with a warm embrace on the driveway.
TV spots are airing on cable, prime-time, late-night and sports programming, including NFL and college football. Lexus is partnering with Roku through an exclusive Access Pass Sponsorship, rewarding streamers with a promo code to use towards their next movie rental via FandangoNOW. The integrated campaign also includes advanced TV, Sirius XM® Radio and digital.