Lexus Partners with Tiktok to Reach More Audience for Its “December to Remember” Iconic Campaign

Dec 04, 2023 09:10 PM EST

BLACK LEXUS — (Photo : PEXELS/Garvin St. Villier)

In the midst of the holiday season, Lexus is spreading joy with its annual "December to Remember" Christmas campaign. Beyond the huge red bow, this year's campaign celebrates seasonal magic and significant moments. With two heartwarming broadcast commercials, "Overnight Lexus" and "Sled Dogs," Lexus aims to capture the essence of the season.

Two New Broadcasts for Christmas 2023

In "Sled Dogs," the spotlight is on the all-new 2024 Lexus GX as it effortlessly glides through snow-covered terrain, with a Siberian Husky riding along. This furry friend leads a woman to a bunch of pals fixing a damaged sled, a touching reunion.

Meanwhile, "Overnight Lexus" tells the story of a young boy's enchanting wish for a Lexus, which magically comes true overnight. Lexus Enthusiasts gave everyone a glimpse of these new advertisements for Christmas.

These commercials are complemented by a captivating digital activation in Las Vegas, featuring the 2024 Lexus GX and a unique collaboration with TikTok content creator @sebastianjern, who brings a miniature winter wonderland to life with a Lexus RX, complete with the iconic holiday big red bow.

Vinay Shahani, vice president of Lexus marketing, explains, The focus of this year's 'December to Remember' campaign is to intentionally celebrate the special moments that can't be wrapped. Such special moments are from joyous surprises to making memorable moments with loved ones.

Lexus is amplifying the spirit of the season year-round through carefully curated marketing efforts and meaningful partnerships. The campaign also donated $150,000 to the Boys & Girls Clubs of America this holiday season.

Lexus extends the "December to Remember" campaign beyond the holidays, capturing Christmas in every emotional moment. From the heartwarming ads to the stunning Sphere digital installation in Las Vegas to the imaginative TikTok collaboration, Lexus is making this holiday season a "December to Remember" full of joy, surprises, and giving.

Lexus in Tiktok has 21.8 M views.

Giving the Christmas Season Vibes Since 1999

Since its introduction as a seasonal experiment in 1999, Lexus has figuratively dominated the Christmastime automotive market in the United States with its renowned "December to Remember" Christmas campaign. Lexus has used its holiday-marketing sub-brand to acquire a competitive edge for nearly 25 years. Each year, they launch a new offer that sets the luxury vehicle industry standard.

Forbes reported that "December to Remember" gave Lexus a marketing platform and inspired luxury competitors to follow suit, resulting in a flood of seasonally themed promotions across the U.S. automotive market.

In the latest rendition of the campaign, Lexus continues to innovate and evolve. They have recently released two new television advertisements, reintroduced a successful spot from the previous year, and introduced a cutting-edge digital activation.

The marketing has shifted away from the usual Christmas morning scene of consumers waking up to a shining Lexus with a red ribbon in their driveway. Instead, Lexus wants to use the campaign to strengthen its brand identity and emotionally connect with consumers. Lexus uses carefully chosen marketing and meaningful relationships to spread the holiday joy year-round.

Each year, they launch a new offer that sets the luxury vehicle industry standard. "December to Remember" gave Lexus a marketing platform and inspired luxury competitors to follow suit, resulting in a flood of seasonally themed promotions across the U.S. automotive market.

Lexus has two new ads and also revived its popular 2022 "December to Remember" commercial, titled "Time Machine." Furthermore, in late November, the brand unveiled a mesmerizing 90-second digital installation on the 580,000-square-foot LED exterior of the Sphere in Las Vegas.

This visually striking installation features the "snow-covered" exterior of the Sphere cracking open to reveal the 2024 Lexus GX, adorned with its signature red bow. With these innovative strategies, Lexus continues to lead the way in the Christmastime automotive market, making each December truly unforgettable to Remember".