Torrance, Calif. - Lexus today launches its annual “December to Remember” Sales Event
with a new integrated marketing campaign from Team One USA that offers a fun spin on gift giving
and holiday cheer. Anchored by three general market commercials, the campaign reveals
some of Santa’s inventive gift-giving secrets and illustrates that with Lexus
you’re never too old for toys.
“The holidays are a time of year when people indulge their
imaginations and share stories filled with magic and wonder,” said Brian Smith,
Lexus vice president of marketing. “This year’s holiday campaign celebrates the
tradition of storytelling and reminds us that children aren’t the only ones who
get to have fun this time of year.”
The first spot, “Christmas Train,” shows an iconic holiday train manoeuvring
along a snowy mountain track. The train grinds to a halt in front of a neighbourhood
home. Holiday elves jump out to help unload a Lexus IS F SPORT sedan, donning
the brand’s iconic big red bow, into a family’s driveway. The spot flashes to
the next morning, as the mom finishes telling her wide-eyed kids the story of
how the vehicle arrived.
In “Magic Box,” Santa places a small wrapped box on another neighbourhood
driveway. The box opens up and magically transforms, gear by gear, into a
full-sized Lexus ES sedan. The spot cuts to the dad explaining to his surprised
wife and kids how Santa delivered this feat of engineering.
The final spot, “Teleporter,” shows a Lexus RX luxury crossover
driving through a winter wonderland. Two elves greet the vehicle at an
ice-covered teleportation machine; they pull a lever and the car is zapped to a
third family’s driveway. The spot cuts to a dad telling his kids how Santa
delivers the “big stuff.” All three spots end with a voiceover that states, “The
magic of the season is here, at the Lexus December to Remember Sales Event.”
The broadcast spots begin airing today on network and cable
television, sports channels and more. Additionally, one of the spots, “Christmas
Train,” will be translated for the Hispanic and Asian-American markets,
providing further reach. The print campaign adopts a similarly playful tone
with a headline that reads, “Perfect Garage Stuffers.” A digital partnership
with The Weather Channel will provide targeted December Sales Event ads in real
time based on local weather conditions. Additional digital campaign executions
will run on key automotive websites, and out-of-home extensions include
placements in DC Gallery and Times Square.
The December Sales Event offers incentives through Jan. 5, 2015. To view the spots, visit YouTube.com/Lexus
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