This holiday season, Lexus marks a major milestone: 25 years of its iconic “December to Remember” campaign. Since its debut in 1999, the campaign has become synonymous with holiday cheer, instantly recognizable by its signature jingle, heartwarming narratives, and the famous big red bow. This year, Lexus introduces two brand-new commercials, “Forecast” and “Letter,” capturing the essence of connection, giving, and the magic of the season. These new additions underscore the campaign’s enduring legacy as a cornerstone of Lexus’ marketing strategy, evoking nostalgia and celebrating meaningful moments with loved ones.
Lexus has long been a leader in holiday advertising, and its “December to Remember” campaign continues to set a high standard in the automotive industry. Known for prioritizing emotional storytelling over traditional product showcases, the campaign has become a cultural touchstone for holiday marketing.
The 2024 iteration features two fresh commercials designed to tug at heartstrings.
- “Letter”: In this story, a young girl entrusts her family with delivering an important holiday letter. The family embarks on a creative relay involving their Lexus vehicles, from the NX’s Intelligent Assistant to the reliability of the RX and GX models. Despite a magical twist with the letter drifting away, the next morning reveals her wish has been fulfilled in a heartwarming surprise—a family heirloom piano waiting in the living room.
- “Forecast”: A local meteorologist is resigned to spending Christmas alone as he reports on an impending storm. To his surprise, his family arrives in their Lexus GX, TX, and LX vehicles, bringing the holiday festivities to him. The touching moment highlights the joy of togetherness during the holidays.
Additionally, Lexus has reintroduced a fan-favorite spot, “Stranded,” featuring a woman and her dog navigating a Lexus GX through rugged terrain to reunite with stranded loved ones and their pets.
The commercials are airing across high-visibility platforms, including Sunday Night Football, College Football, the NBA, and the NHL, as well as digital platforms like ESPN, Hulu, and TikTok, ensuring wide-reaching engagement.
“At Lexus, we believe that when we truly understand people, we can create amazing products and experiences for our guests,” said Cynthia Tenhouse, Vice President of Lexus Marketing. “This human-centric approach guides our ‘December to Remember’ campaign each year, pushing us to create compelling stories for our audiences.”
The visuals in the new commercials perfectly embody the holiday spirit. From the snowy landscapes to the sparkling holiday décor, Lexus vehicles are seamlessly integrated into the narratives, blending practicality with elegance. The red bows on each vehicle serve as the campaign’s hallmark, symbolizing Lexus’ commitment to delivering joy and memorable experiences.
Moreover, Lexus’ partnership with content creators like Marian Sarkisian, known for edible designs, and Marco Hernandez, an ice sculptor, adds a unique and interactive layer to the campaign. These creations, showcased on social platforms like TikTok, allow Lexus to engage with a younger, tech-savvy audience while keeping the holiday spirit alive.
As Lexus celebrates 25 years of its “December to Remember” campaign, it continues to set the gold standard for holiday marketing. The new commercials reinforce the values of connection, giving, and togetherness while aligning perfectly with Lexus’ brand identity. By blending emotional storytelling with creative visuals and leveraging digital platforms, Lexus ensures the campaign’s relevance for a new generation. This celebration of holiday magic reaffirms Lexus’ role as a leader in both the automotive industry and holiday advertising, making it a tradition that continues to resonate year after year.
