- Lexus is partnering with NBCUnivesal to promote what is expected to be one of the biggest movie releases of the year, “Wicked,” with a new marketing campaign that includes a co-branded video commercial.
- The new spot, set to the musical’s song “Defying Gravity,” features scenes from the film intercut with the 2024 Lexus TX driving on a mountain road, ending with the line, “Experience OZmazing.”
- The spot will appear on Hulu, YouTube and linear TV between October 21 and December 6. The campaign also includes dealer point-of-sale marketing, co-branded social media content, and sponsorship of the film premiere.
Lexus has partnered with entertainment franchises in the past, including those owned by NBCUniversal. Like those other tie-ins, the “Wicked” partnership is meant to highlight Lexus as a lifestyle as much as it is a vehicle brand.
“‘Experience OZmazing’ is all about immersing audiences in something truly extraordinary,” said Lisa McQueen, Lexus’s media manager. “The message draws a parallel between the magic of ‘Wicked’ and the Lexus brand, illustrating that Lexus offers more than just transportation – it offers memorable experiences with every journey, much like ‘Wicked’ the film.”
