Get your own Little Black Book.

Build your own personal news stream. Discover the latest work created that interests you, share your favourite stories and follow your favourite people and companies

Already have an account?

Creative

Lexus Is Making December a Month to Remember in New Campaign from Team One

Anonymous Content's Patrick Daughters directs spots proving the magic of the classic red bow

Lexus Is Making December a Month to Remember in New Campaign from Team One

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. 

Sign up to our newsletters and stay up to date with the best work and breaking ad news from around the world.
Creative Agency

Creative Agency: Team One

Copywriter: Jason Brady

Producer: Kerry Ko

Chief Creative Officer: Chris Graves

Group Creative Director: Craig Crawford

Group Account Director: Joel Dons

Assistant Account Executive: Madison Rich

Director of Business Affairs: David Peake

Senior Project Manager: Julie Bedard

Associate Creative Director: Eric Stiles

Associate Business Affairs Manager: Natalie Pranevsky

Account Director: Ben Allison

Management Supervisor: Joe Rigonan

Account Supervisor: Monica Abbracciamento

Executive Producer: Sam Walsh

Music Supervisor: Neil Cleary

Production Company

Production Company: Anonymous Content

Director: Patrick Daughters

DOP: Tim Hudson

Producer: Grace Bodie

Head of Post Production: Kim Christensen

Executive Producers: SueEllen Clair

Head of Production: Kerry Haynie

Managing Director: Eric Stern

Offline

Edit Company: Rock Paper Scissors

Editor: Adam Pertofsky

Edit Assistant: Derrick Monks

Post Producer: Janae Abraham

Executive Producer: Rana Martin

Post Production / VFX

Colourist: Paul Yacono

VFX Supervisor: Andres Barrios

Producer: Jenny Bright

Colour Company: A52

VFX Executive Producer: Patrick Nugent

VFX Producer: Andrin Mele-Shadwick

Executive Producer: Thatcher Peterson

Music

Composer: Founder Music

Partner: Christian Pulfer

Music Production: Founder Music

Producer: Judson Crane

Category: Automotive , Cars

Genre: Dialogue , People