• by Tanya Gazdik , October 22, 2024

Lexus and Universal Pictures are partnering for a campaign tied to “Wicked,” which arrives in theaters on Nov. 22.

The effort includes a 30-second co-branded spot from Universal Pictures with footage of the 2024 Lexus TX from Team One featuring the film-inspired tagline, "Experience OZmazing.” 

Ariana Grande as Glinda the Good Witch is featured in the spot, alongside scenes from the film. The action is set to the movie’s iconic song, “Defying Gravity,” and it is shown played on the vehicle’s Lexus Interface.

Lexus is helping drive audiences to experience the film’s transformative magic this holiday season, said Cynthia Tenhouse, vice president, Lexus marketing. 

“Offering three-row luxury, innovative technology, and plenty of cargo space for extra broomsticks, the Lexus TX is the perfect vehicle for travelers, wherever the road may take them,” Tenhouse says in a release.  

The campaign will appear in a wide range of media – including dealer point-of-sale marketing, co-branded social content and sponsorship of the film premiere.

The 30-second spot will air on Hulu, YouTube and Linear throughout the promotional window, running now through Dec. 6.