Lexus logs 25 years of ‘December to Remember’

November 19, 2024

This year’s commercials showcase models such as the Lexus NX, RX and GX. Image credit: Lexus

Toyota Corp.’s Lexus is marking a quarter-century of one of its most resonant campaigns.

Whether referencing the big red ribbons that dot its billboards or the jingle that complements its television placements, various brand hallmarks have defined the automaker’s holiday season year after year. As December to Remember turns 25 in 2024, Lexus commemorates the milestone with two all-new commercials.

“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 marketing at Lexus, in a statement.

“This human-centric approach guides our ‘December to Remember’ campaign each year, pushing us to create compelling stories for our audiences.”

December to Remember 2024

Titled “Forecast” and “Letter,” Lexus’ latest commercials make their debut this holiday season.

Designed to evoke nostalgia and illustrate how vehicles such as the Lexus NX, RX and GX, play a role in facilitating these moments, this year’s commercials showcase family, connection and the magic of the season.

The broadcast spots will begin airing on television this week.

"Letter" stars a mother-daughter duo who attempt to deliver a holiday wishlist to Santa

Starting Nov. 18, viewers can catch the 45-second clips across cable and cable sports stations, as well as sports programming, including Sunday Night Football, Amazon Thursday Night Football, College Football, EPL, NHL and the NBA.

Of additional supporting media, the NFL Network, ESPN, Hulu NHL, Warner NHL, Bleacher Report, NBC Sports EPL and Local Now are among the campaign's active digital broadcast extensions.

Lexus presents "Forecast" as part of December to Remember 2024

Continuing to center the creation of unforgettable experiences for its customers, Lexus is also throwing influencer content into the mix this season.

Lexus celebrates 25th campaign anniversary
Lexus is proving the present-day value of a decades-long effort.

Since its inception in 1999, the marketing excerpts have helped bump end-of-year sales by spreading joy, using storytelling to highlight the impact of giving while positioning the receipt of one of its cars as a sensation that is second only to the pleasure of spending time with loved ones.

The campaign is now a cornerstone of not only the company’s identity but of the industry at large: Lexus posits that the branding exercise “has also set a standard in automotive advertising for its focus on memorable moments rather than just products” in a statement.

Joining “Forecast” and “Letter” is last year’s “Stranded” commercial (see story), which Lexus has revived and brought back into the rotation, exhibiting the benefit and enduring relevance of its sustained message.

The automaker has built a lasting tradition of using its campaign to connect with consumers on an emotional level.

With elements such as its festive bows, branded tune and themes of gift-giving, December to Remember (see story) continues to register with audiences, giving the luxury brand a leg up when it comes to holiday revenues, the Lexus December Sales Event offering incentives through Jan. 2, 2025.

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Lexus logs 25 years of ‘December to Remember’

Lexus logs 25 years of ‘December to Remember’

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