Every holiday season brings a wave of movie tie-ins, but few feel as thoughtfully engineered as Lexus’ reunion with Universal for Wicked: For Good. The anchor :30, “Magic in the Air,” created by IW Group, earns our Reel Ad of the Week by doing more than slapping a logo on emerald sparkle; it builds a small, self-contained story that lets the 2025 Lexus LX play co-star to genuine wonder.
The casting choice is the masterstroke. Director Jon M. Chu appears with his wife, Kristin, and their daughter, Stevie Sky, born the same day Wicked premiered in Los Angeles. That real-life connection gives the spot a quiet authenticity. We’re not just driving to a premiere; we’re riding along with a family whose lives have been intertwined with this world.
As the LX glides, the whimsy of the Emerald City slips into the cabin through the Lexus Interface, while the new film’s anthem For Good unfurls at precisely the right emotional beat. The edit never rushes, the VFX stay elegant, and the color grade threads Lexus’ luxury with Wicked’s jewel tones without turning gaudy. Watch below:
“This campaign was a dream come true,” IW Group Creative Director Cenon Advincula shared. The stars aligned with Jon M. Chu and his family as the talent, Rodrigo Valdes as the director, Rodrigo Prieto (DP of Brokeback Mountain, Wolf of Wall Street, Killers of the Flower Moon), the VFX from Industrial Light and Magic / Framestore, and the voices of Ariana Grande and Cynthia Erivo singing For Good.“
Strategically, the partnership is dialed in. The “Experience OZmazing” line neatly binds brand promise to franchise magic—adventure with comfort, spectacle with control. Lexus positions the LX as the vehicle for big moments (and big families) without a hard sell: spaciousness, tech, and composure are demonstrated in-scene rather than barked in VO. It’s confident advertising.
The media plan backs the creative with reach and relevance. The spot headlines a 360 campaign spanning Peacock, YouTube, and Amazon, runs through the core promotional window (Oct. 13–Dec. 4), and extends into co-branded social and premiere sponsorship. With Wicked: For Good landing in theaters Nov. 21, Lexus smartly rides the crescendo—from trailer chatter to opening-weekend heat—keeping the LX visible in every phase of fandom.
Most brand–film collabs borrow sparkle; this one returns value. By centering a real family, respecting the IP’s tone, and letting the product’s role feel natural, Lexus delivers a seasonal piece that’s both transporting and transport. Consider us fully, unapologetically OZmazed.
Colin Costello is the West Coast Editor of Reel 360 News. Contact him at colin@reel360.com or follow him on Instagram at @colin_francis_costello
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