1 year ago
For the 19th consecutive year, Lexus is launching its annual 'December to Remember' sales event. The iconic marketing campaign debuts with three national spots from Team One, showcasing how the gift of a Lexus during the holidays offers amazing experiences throughout the entire year.
“This time of year is full of joy, magic and cherished family traditions that last well beyond the gift-giving season,” said Cooper Ericksen, Lexus vice president of marketing. “We wanted to capture this idea that a ‘December to Remember’ with Lexus has the potential to create unforgettable moments that last all year round.”
All three commercials highlight families making memories with their brand-new Lexus throughout the year - during holidays like Easter, Fourth of July and Halloween and other special moments like moving a child into his new college dorm, or attending a high school football game with the family. The ads all culminate with the familiar 'December to Remember' jingle, a shot of the classic red bow on a Lexus in the driveway, and a voiceover stating, 'find the gift that keeps on giving at the Lexus ‘December to Remember’ Sales Event'.
The first spot, 'Memories', opens on a snowy day in January, showing two brothers in a snowball fight with the neighbourhood kids in front of a Lexus ES sedan. The camera cuts to the younger brother searching for Easter eggs in the park in April - and gleefully finding a colourful yellow egg under the big red bow on top of the Lexus. Fast-forwarding to a bittersweet moment in August, the family unloads the ES to move their older son into his new college dorm.
'Celebrations' depicts a family of four running for cover to their Lexus RXL SUV after getting caught in a rainstorm during the daughter’s May quinceañera. In the next scene, the family is enjoying fireworks and sparklers atop a scenic overlook on the Fourth of July. We cut to a high school football field in September, seeing the son suited up for the big game as he runs past the RXL.
'Joy', the final spot, starts in February with a couple leaving a romantic date in their Lexus NX crossover on Valentine’s Day. The woman appears behind the wheel of the NX in the next scene, where the couple is leaving the beach in June. The camera cuts to the NX parked on the street of a neighbourhood on Halloween with children in costumes trick-or-treating. A little girl in a ladybug costume gazes at the NX topped with the big red bow, matching the one she wears in her hair.
To extend the reach of the campaign, adaptions and translations of “Joy” were created for Asian-American audiences across five key markets, while “Memories” and “Celebrations” have been adapted for Black and Hispanic audiences, respectively. The broadcast spots begin airing nationally today on prime time, late night, cable, sports programming and more. The print campaign features bright product-focused imagery, noting, “‘Tis the season for great offers on the gift you can unwrap again. And again. And again.” Digital will run on popular automotive, lifestyle and sport websites and out-of-home extensions will appear in 11 key markets, including high profile placements in Times Square and Capitol One Arena.
The December Sales Event offers incentives through Jan. 2nd, 2019.
Colour Company: A52
Colourist: Paul Yacono
Executive Producer: Thatcher Peterson
Producer: Jenny Bright
VFX Executive Producer: Patrick Nugent
VFX Producer: Andrin Mele-Shadwick
VFX Supervisor: Andres Barrios
Director: Patrick Daughters
DOP: Tim Hudson
Executive Producers: SueEllen Clair
Head of Post Production: Kim Christensen
Head of Production: Kerry Haynie
Managing Director: Eric Stern
Producer: Grace Bodie
Production Company: Anonymous Content
Composer: Founder Music
Music Production: Founder Music
Partner: Christian Pulfer
Producer: Judson Crane
Edit Assistant: Derrick Monks
Edit Company: Rock Paper Scissors
Editor: Adam Pertofsky
Executive Producer: Rana Martin
Post Producer: Janae Abraham
Account Director: Ben Allison
Account Supervisor: Monica Abbracciamento
Assistant Account Executive: Madison Rich
Associate Business Affairs Manager: Natalie Pranevsky
Associate Creative Director: Eric Stiles
Chief Creative Officer: Chris Graves
Copywriter: Jason Brady
Creative Agency: Team One
Director of Business Affairs: David Peake
Executive Producer: Sam Walsh
Group Account Directors: Joel Dons
Group Creative Director: Craig Crawford
Management Supervisor: Joe Rigonan
Music Supervisor: Neil Cleary
Producer: Kerry Ko
Senior Project Manager: Julie Bedard
Genres: People, Dialogue
Categories: Automotive, CarsTeam One, 1 year ago