• by Tanya Gazdik , November 18, 2024

Lexus is bringing back its “December to Remember” sales event for the 25th year.

The creative from Team One aims to warm hearts during the holiday season. The spots features the signature jingle and luxury vehicles complete with giant red bows in the end frame, which remind viewers that the Lexus December sales event offers incentives through Jan. 2.

Evoking holiday nostalgia and connection amongst loved ones, the spots reinforce the brand’s ongoing commitment to creating memorable experiences for its customers. 

Focused on emotional storytelling that highlights the joy of giving and the importance of spending time with loved ones during the holiday season, “December to Remember” contributes to Lexus' brand identity, according to the automaker.

“At Lexus, we believe that when we truly understand people, we can create amazing products and experiences for our guests,” said Cynthia Tenhouse, vice president of Lexus marketing, in a release. “This human-centric approach guides our ‘December to Remember’ campaign each year, pushing us to create compelling stories for our audiences.”

Lexus adds two new spots and is also bringing back last year’s “Stranded,” which follows a woman and her furry companion as she navigates her Lexus GX to a secluded area to find the dog’s owner and his own four-legged friends stranded. They all pile into the Lexus for a ride home. 

In “Letter,” a family understands how important a certain letter delivery is to a girl and goes to great lengths to make her holiday wish come true. Upon arriving at a closed post office, a mother quickly hatch a plan. Using their Lexus NX’s Intelligent Assistant, the mother commands: “Hey Lexus, call Uncle Bryan.” They next pull up to a Lexus RX where Uncle Bryan is waiting to be the next leg in the family relay to get the girl’s letter to the North Pole. 

They next pull up on a parked Lexus GX, where Grandpa is waiting. As the daughter climbs out of the vehicle, a magical gust of wind blows the letter into the air. The next morning, the girl awakes to a piano (complete with another big red bow) waiting for her in the living room as she declares, “He did get my letter!”

In “Forecast,” a local meteorologist declares to his listeners, “the storm will be here through the night and so will I.” As he settles in for a white Christmas on his own, he is surprised when the festivities come to him thanks to the loving efforts of his family and their Lexus GX, TX, and LX vehicles. 

The broadcast spots begin airing today across cable, cable sports, and high-visibility property sports programming such as Sunday Night Football, Amazon Thursday Night Football, College Football, EPL, NHL, and the NBA. Digital broadcast extensions include the NFL Network, ESPN, Hulu NHL, Warner NHL, Bleacher Report, NBC Sports EPL, and Local Now.

Lexus also plans to partner with content creators to develop unexpected Lexus creations for social audiences -- from edible designs by Marian Sarkisian (@cakesbymarian) to life-size ice sculptures from Marco Hernandez (The Art of Carving Ice), that encapsulate the spirit of the holiday. Consumers can follow along on Lexus USA’s TikTok account (@LexusUSA).