Lexus is celebrating the 25th anniversary of its iconic “December to Remember” campaign with the release of two new commercials designed to evoke holiday nostalgia. The commercials, titled “Letter” and “Forecast,” focus on heartwarming holiday stories involving Lexus vehicles. Letter features a family’s efforts to ensure a young girl’s letter reaches Santa, while “Forecast” follows a meteorologist surprised by loved ones who bring holiday cheer despite a winter storm. These commercials will air across a variety of platforms, including cable, digital broadcasts, and high-visibility sports programming like Thursday Night Football.
The campaign highlights Lexus ongoing strategy to blend product marketing with emotional storytelling, a trend that has become a staple in the automotive industry. According to Cynthia Tenhouse, vice president of Lexus marketing, the company’s human-centric approach aims to create compelling stories that resonate with audiences. This tactic not only strengthens brand identity but also sets a standard for memorable moments in automotive advertising.
In addition to the commercials, Lexus plans to collaborate with content creators to produce Lexus-themed creations for social media, such as edible designs and life-size ice sculptures. This partnership is intended to enhance the campaign’s reach and engage a broader audience through unique, shareable content. The brand is also reviving its popular “Stranded” ad, further expanding its holiday presence across various media platforms.
Lexus approach mirrors that of other automakers who are increasingly focusing on emotional connections in their campaigns. This strategy has been evident in Lexus’ past efforts, such as targeting the “new modern family” with diverse broadcast spots. Competitors like Hyundai and Ford have similarly integrated emotion into their marketing to balance product-centric messaging.
Overall, Lexus’ “December to Remember” campaign continues to be a significant element of its marketing strategy, blending nostalgia, emotion, and innovation to maintain its position within the automotive industry. By crafting stories that resonate with consumers and extending its reach through creative collaborations, Lexus aims to make the holiday season memorable for its audience.