Lexus’ commercials featuring cars adorned with big red bows have become as iconic to the holiday season as Black Friday sales and Santa eating cookies. This year, the carmaker is offering a little more about the spirit behind the image.
This year’s holiday “December to Remember” campaign takes viewers beyond the big red bow to focus on the spirit of the holiday season. In one of two new spots, a Lexus GX moves along a road in a snowy winterscape. In the back seat, a Siberian husky provides directional guidance to a secluded off road area where a dog-team is working to fix a broken sled. Reunited, the sled team and the sled driver all head home in the comfort of the car.
A second commercial depicts a father reading Jack and the Beanstalk to his son at bedtime. When the child falls asleep, the father quietly leaves the room. But as the door closes the boy gets up to sneak outside to back a Lexus toy in the snow. The next morning, the boy wakes up to find a new car wrapped in a giant bow outside.
In addition to those new spots, Lexus will re-air its popular 2022 “Time Machine” holiday commercial that depicts a heartwarming family reunion.
“The focus of this year’s ‘December to Remember’ campaign is to intentionally celebrate the special moments that can’t be wrapped – from thoughtful surprises to making memories with loved ones,” said Vinay Shahani, vice president Lexus marketing. “We’re amplifying the spirit of the season year-round through curated marketing efforts and purposeful partnerships.”
In addition to the commercials, Lexus will activate two partnerships during the holiday season. First, the company will debut a 90-second video program on Las Vegas’s iconic Sphere venue. The video will turn the venue’s screen-covered exterior into a snow-covered globe that will crack open to reveal a Lexus GX adorned with a red bow.
The automaker will also partner with TiKTok creator, cinematographer and video effects miniature artist Sebastian Jem to create an intricate, miniature winter landscape featuring a Lexus RX also with its signature bow.
