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Automotive giant Lexus is bringing back "December to Remember," marking 25 years of the annual campaign with two new spots that bring on the holiday vibes.
Through "Letter" and "Forecast," Lexus hopes to remind audiences of the importance of spending time with loved ones through engaging and nostalgic brand storytelling.
Apart from the two new spots, the company is also bringing back its "Stranded" commercial, showing how a Lexus GX can reunite a dog owner and their stranded furry friend.
David Telfer, national manager of Lexus Advertising & Media, told Designrush that emotional storytelling has consistently been a key component of Lexus' marketing strategy.
“We believe that when we truly understand our customers and their experiences, we can create impactful narratives that resonate deeply.
This year’s ‘December to Remember’ campaign reinforces that belief, highlighting how the best holiday magic can be created when we truly feel understood by our loved ones,” Telfer explained.
"December to Remember" has been the hallmark of Lexus' holiday brand marketing strategy since 1999.
With a focus on memorable and human moments instead of just its cars, Lexus is able to drive more meaningful engagement among its audiences, reminding everyone of the true spirit of Christmas.
A Warm Christmas with Lexus
"Letter," the first of two new spots, follows a mom and her child arriving at the post office only to find it's closed.
Upset that her daughter couldn't give her letter to Santa, the mom calls their Uncle Bryan with her Lexus NX's Intelligent Assistant.
Uncle Bryan, driving a Lexus RX through the snowy roads, then takes them to the North Pole to meet with Grandpa. But just as the young girl is about to give her letter to Grandpa, a gust of wind blows it away.
The following morning, the girl is surprised to find that she has been gifted with a new piano, thinking Santa did get her letter.
Meanwhile, "Forecast" sees a meteorologist announcing a snowstorm to his listeners, as he decides to stay the night to wait it out.
To his surprise, he is visited by his loved ones who braved the bad weather and drove up to his location using their Lexus GX, TX, and LX models.
The spot ends with warm greetings and hugs, with the narrator promoting Lexus' "December to Remember" annual sales event.
The luxury vehicle brand has been busy ramping up its marketing strategies in the past months. Previously, it teamed up with "Wicked" for a 360-degree marketing campaign.
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