Lexus is transforming its annual “December to Remember” campaign by shifting the focus from the iconic big red bow to the magic and thoughtful moments that define the holiday season.
The campaign, created by longtime AOR Team One, includes two new heartwarming broadcast commercials, Overnight Lexus and Sled Dogs, a collaboration with TikTok content creator @sebastianjern, and a dramatic digital activation on Sphere in Las Vegas featuring the all-new 2024 Lexus GX.
The all-new 2024 Lexus GX takes center stage as it navigates snow-covered terrain. The first spot features a woman confidently driving with a Siberian Husky in the second row. The duo helps a stranded dog owner and their friends repair a broken sled, leading to a heartwarming reunion. Watch below:
“Overnight Lexus” is set in a boy’s bedroom, the commercial unfolds as the father reads a tale about magic beans to his son. The boy, after secretly venturing outside, buries a toy Lexus in the snow, hoping for magic. The next morning, he discovers a full-size 2024 Lexus TX wrapped in a giant red bow, bringing joy and surprise.
Lexus also brings back the popular 2022 commercial, “Time Machine,” portraying a heartwarming holiday family reunion storyline.
Vinay Shahani, Vice President of Lexus Marketing, stated, “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. We’re amplifying the spirit of the season year-round through curated marketing efforts and purposeful partnerships.”
All three commercials will air across various programming until January 2, 2024. The automaker is also bringing to life the campaign’s iconic imagery in unique digital spaces this holiday season.
Sphere in Las Vegas
A ninety-second digital installation on Sphere’s 580,000 sq. ft. LED exterior features a snow-covered globe cracking open to reveal the all-new 2024 Lexus GX adorned with a big red bow. Live viewing in Las Vegas is available from November 20 to 26, 2023.
Partnering with TikTok content creator @sebastianjern, the brand dives into the popular TikTok miniatures trend, creating a detailed winter landscape featuring a Lexus RX topped with the brand’s iconic holiday big red bow.
Continuing its commitment to the community, Lexus will donate $150,000 to the Boys & Girls Clubs of America this holiday season.
As the brand aims to reach a younger audience, these initiatives contribute to a festive and inclusive holiday celebration, emphasizing meaningful experiences over material gifts.
For other 2023 holiday campaigns click here.