Dive Transient:
- Lexus is celebrating 25 years of its “December to Bear in mind” marketing campaign with the debut of two new commercials meant to evoke vacation nostalgia, in line with a press launch.
- “Letter” reveals the good lengths a household — aided by their Lexus automobiles — goes to as a way to assist a younger lady ship a letter to Santa. “Forecast” tells the story of a meteorologist caught on the workplace resulting from a winter storm earlier than being stunned by surprising visitors.
- Along with the spots, Lexus will group with content material creators to share Lexus-themed creations for his or her social media audiences. The printed spots will air throughout cable, digital broadcast extensions and sports activities programming together with Amazon’s “Thursday Evening Soccer.”
Dive Perception:
Lexus is marking the twenty fifth anniversary of “December to Bear in mind,” a marketing campaign that has served as a staple of the automaker’s advertising and marketing technique since its 1999 inception, with the reveal of two nostalgic vacation spots. The trouble arrives as a sea of others equally look to nostalgia to strengthen their advertising and marketing methods and ring a bell with shoppers.
Along with “December to Bear in mind” serving as a key contributor to Lexus’ model id, the marketing campaign has additionally set a regular inside the automotive business to give attention to not simply advertising and marketing merchandise, however on creating memorable moments, per launch particulars.
“At Lexus, we consider that once we really perceive individuals, we are able to create wonderful merchandise and experiences for our visitors,” stated Cynthia Tenhouse, vp of Lexus advertising and marketing, in a press release. “This human-centric strategy guides our ‘December to Bear in mind’ marketing campaign every year, pushing us to create compelling tales for our audiences.”
The primary 45-second spot, “Letter,” follows a mother-daughter duo as they arrive on the submit workplace to ship a letter for Santa, solely to comprehend the situation is closed. Utilizing the Lexus NX’s Clever Assistant, the mom makes a cellphone name to Uncle Bryan, who arrives in a Lexus RX to assist preserve the letter shifting. Lastly, the household is seen pulling up subsequent to the daughter’s grandpa in his Lexus GX. A gust of wind blows the letter away earlier than she will move it on, nevertheless, upon waking the subsequent morning to a brand new piano, she exclaims, “He did get my letter!”
The second spot, “Forecast” begins with a meteorologist declaring to his listeners that he shall be caught within the workplace resulting from an everlasting winter storm. Nevertheless, he’s then stunned as family and friends convey the festivities to him with the assistance of their Lexus GX, TX and LX automobiles.
Moreover, the model is bringing again its “Stranded” advert, which follows a lady and her furry good friend as they race in her Lexus GX to save lots of the canine’s proprietor and different stranded companions. Lexus’ broadcast spots started airing Nov. 18 and can span cable and high-visibility sports activities programming together with “Sunday Evening Soccer,” “Thursday Evening Soccer,” the NHL and the NBA. Supporting media shall be rotated throughout digital broadcast extensions together with ESPN, Hulu NHL, the NFL Community, Bleacher Report and extra.
Lexus will spherical out its marketing campaign later this season by partnering with content material creators to develop “surprising Lexus creations” to be shared with social media audiences, together with edible designs by Marian Sarkisian and life-size ice sculptures by Marco Hernandez.
Lexus has usually tried to strike a extra emotional reference to its goal audiences. Final fall, the automaker sought to attach with the “new trendy household” by operating eight completely different broadcast spots, every catered to completely different demographics. Opponents of the model have equally regarded to emotion to steadiness their in any other case product-heavy campaigns, together with Hyundai and Ford.
