Remember those old Lexus commercials where someone opens a gift box and the climax is a Lexus (surprise!) sitting in the driveway? Everyone crowds around the car like it’s Santa Claus himself, just marveling and exclaiming with happiness.
An example of a December 2011 ad:
First of all, I think commercials where someone gets a new car in the driveway are logistically a nightmare. How did the husband have time to sneak out and deposit this shiny vehicle in the driveway without anyone seeing it until morning? Also, when the husband drives to pick up the new car, what does he do with his own? He certainly doesn’t drive it back. Or does he have someone else drive the new Lexus over for him? Who does he trust enough? Does Lexus have a car-delivery system, like chauffeurs? Look, I’ve got a lot of questions.
They don’t matter, though. The point is that Lexus has unveiled a new campaign for its December push, and in these ads, people actually drive the cars. They uproot from their tech devices, quit liking, sharing, and friending in cyberspace, and get out and do the real thing themselves.
A December 2012 ad:
So, the bit about getting off your arse to hang out in real life is not a new message in advertising (remember Applebee’s botched “Girls Night Out” campaign?), but it’s a notable change for Lexus because the brand appears to be targeting younger consumers.
The new direction actually makes the Lexus appear more attainable. The characters in these commercials are more relatable. And given that BMW recently unseated Lexus as the top luxury car brand, the entire campaign is extremely temporal.
Also, check out this pretty funny parody of the old Lexus commercials: