Announcement of the New Lexus Advertising Campaign
Lexus has introduced its latest commercial as part of the “December to Remember” campaign. It features the brand’s classic cars, such as the LS 400 and the SC 400 coupe. This iconic advertising campaign has been running since 1999.
Campaign History and Impact
The “December to Remember” campaign marks its 26th anniversary and is so deeply ingrained in the American consciousness that it was parodied five years ago in a popular sketch on Saturday Night Live.
Although December is still a few weeks away, Lexus has launched the campaign early with a wonderful commercial titled “Over the Years.” It tells the story of a family, starting with new parents bringing their daughter home in an LS 400, which first appeared in 1989.
Commercial Plot and Cars
The plot then moves to another Christmas, where the LS is replaced by an SC 400 from the 1990s. As the years pass, the daughter grows up and returns home with a partner in a second-generation RX.
The commercial further shows the present day, where they are driving a 2026 GX, which now carries their own daughter. It is a wonderful advertisement that combines Lexus’s past and present while telling a story of family bonds.
Previous Campaigns and Expectations
Lexus has not provided many details about this year’s commercial but has republished last year’s “Letter” and “Forecast” ads on YouTube. Neither was particularly memorable, but the latter focused on the TX, GX, and LX. Similarly, “Letter” featured the NX, RX, and GX.
“Over the Years” is expected to be heavily featured during football games, as is typical for “December to Remember” advertising. The campaign began in 1999, and Lexus has previously noted that it kicks off the holiday season with a “signature musical theme, big red bows, and touching gift-giving moments.”
This campaign not only promotes cars but also creates an emotional connection with viewers through stories spanning generations. The use of classic models alongside modern ones highlights the brand’s longevity and evolution, which can contribute to its recognizability and customer loyalty. Such initiatives often become part of the cultural context, as demonstrated by the SNL parody, indicating their broad societal impact.