Lexus is set to roll out a series of radio, print, and digital executions in conjunction with its annual ‘December to Remember’ campaign.
Lexus is launching an integrated campaign around its annual ‘December to Remember’ festivities which spotlight family and togetherness. Anchored by five general market commercials and two adaptations for multicultural media, the ads aim to rekindle the love adults have for the holidays.
The five cinematic spots feature a particular Lexus vehicle as the ultimate object of desire, each with a family working together to reach Santa Claus. The first spot, Forgery, depicts a mother and father writing a note to Santa in red crayon and big letters, mimicking a child’s handwriting.
Their nine-year-old son walks in and catches them asking for a RX F Sport on his behalf. He relents to the letter, but only if they would also ask for a puppy. The spot cuts to the boy chasing a puppy around the SUV on Christmas morning; the puppy and RX are adorned with a big red bow.
In the second short film titled Auntie, an aunt is shown coaching her precocious niece to ask a mall Santa for a Lexus RC F. The aunt slips the little girl a twenty-dollar bill as a trade, and both collaborators high-five when the desired vehicle appears in the family’s driveway on the big day.
The third spot, Santa Letter, opens with a young girl writing an elaborate letter to Santa at her kitchen table. Her mom dictates from across the room, directing her to ask for a Lexus GS F. When she struggles, the mum steps in to continue the letter. The two celebrate when the GS F is delivered.
The fourth, Mall Santa, captures a boy on Santa’s knee sharing what he’d like for Christmas. He looks up and catches his dad mouthing the words “Lexus LX 570.” The son dutifully repeats the words aloud to Santa. The family finds the car parked in their snowy driveway the next day.
The last spot, Santa Cam, opens with a girl video-chatting with Santa. She requests a Lexus IS F SPORT sedan. Sceptical, Santa questions her gift choice. Her dad jumps in using a stuffed toy and high-pitched voice to answer him. Father and child celebrate when the bow-topped ride appears.
The broadcast spots begin airing on 16 November 2016 across network and cable television, sports channels, and more. The Santa Cam creative will be translated for the Hispanic market. Meanwhile, a second version of Forgery will feature for the Asian-American market, providing further reach.
The print aspect adopts a similar tone, with exclusive illustrations from artist, Andrew Bannecker. The digital extension utilises the same artwork for banner ads set to run on select automotive and culture websites, and OOH extensions include placements in Verizon Center and Times Square.
The campaign also features seven weeks of multicultural media presence across 16 key markets, which includes broadcast, radio, print, and digital executions. All of the five spots end with the iconic ‘December to Remember’ jingle and a voiceover that states, “If you’re going to wish, wish big.”
“The holidays are a magical time for children, but this year’s campaign reminds everyone that they’re never too old to wish. Kids have a lifeline to Santa that adults can’t touch, and these spots offer a humorous take on families working together,” said Brian Smith, VP of Marketing at Lexus.
