Indiantelevision.com Team

(26 November 2007 6:00 pm)

MUMBAI: To celebrate the festive season and December Sales Event, US luxury car manufacturer Lexus has launched its ad campaign featuring a Lexus in the driveway adorned with a big red bow.

The 2007 December to Remember campaign returns to its roots with the surprise element, while also reaching out to a new shopper -- the self-giver. In its eighth year, the advertising campaign still resonates with consumers and is as anticipated as the traditional Clydesdales or
polar bear campaigns that also air during the holidays.

In fact, nearly 10 per cent of Lexus vehicles sold during the holidays are purchased as gifts and dealerships across the US stock up on big red bows to help customers recreate the experience in their own driveway.

Lexus VP marketing David Nordstrom says, "December to Remember has become a signal that the gift giving season is upon us. While the storylines may change from year to year, consumers always look forward to that joyful feeling they get from watching the recipient discover a brand-new Lexus in the driveway, complete with the red bow.

"This year, we took it a step further and reached out to those consumers who work hard all year and are looking to reward themselves. We hope the purchase incentives will inspire consumers to give their loved ones -- including themselves -- the gift that they can appreciate all year."

In the spot titled, Hockey Practice, a husband and son surprise the wife/mother with a brand new Lexus adorned with the red bow. The husband tricks his wife into thinking that he is unable to pick up their son from hockey practice. When the frustrated wife steps outside their home, she receives the surprise of a lifetime -- a Lexus for the holidays.

Self-Gift highlights the growing popularity of treating yourself during the holidays. The spot shows a thirty-something man opening odd gifts from a reindeer made of Christmas tree bulbs to a cuckoo clock. The voiceover states, "If you didn't get everything you wanted this holiday season, just remember, there's no law that says you can't get yourself a little something." The spot then cuts to the man
getting into a new Lexus, adorned with a big red bow.

Baby It's Cold Outside captures the spirit of the winter holidays, with three SUVs -- the LX, GX and RX -- performing a "dance" in the snow to the song Baby It's Cold Outside. The voiceover encourages shoppers to come in from the cold for the December Sales Event.

The print campaign follows the same direction as the broadcasts spots, encouraging consumers to give the gift of a Lexus.

The first ad features photography of various Lexus vehicles, wrapped in a big red bow. The headline reads, "Bet nobody regifts these."

The second ad taps into the spirit of rewarding yourself. "New Year's Resolution" features a handwritten note with resolutions such as eat better, learn to skydive, and
the final resolution, "treat myself to something nice." A Lexus wrapped in a red bow follows the resolutions.

The radio spots follow the same theme as the broadcast television ads. Surprise Methods provides tips to surprise a loved one with a gift ... a shiny new Lexus. Tips include the traditional big red bow, hiding the car in the driveway and giving the keys as a gift. The outcome, of course, is a surprised and happy recipient.

The second spot, The One Thing, encourages consumers to treat themselves this year. After all of the holiday gift giving is complete, why not treat yourself to what you've really been wanting -- a new Lexus. "December Sales Event" is the final spot, which highlights the vehicles and incentives
available through 2 January 2008.