No sooner do the horrific and heinous political commercials end than boring and banal Christmas spots pop up on the screen. And, none is worse than the tri-state Lexus "December to remember" campaign.
These spots are ubiquitous and seem to have been running every Christmas season since Scrooge & Marley set up their accountancy way back when. They’re also a real turn-off. There’s always some heartwarming scene that ends with someone walking outside to find themselves the lucky recipient of a brand new Lexus. Now, don’t get me wrong. There’s nothing better than a Lexus. But, these commercials are a real disconnect from an image standpoint.
Lexus is all about perfection (i.e.trouble-free driving, stylish lines and a great ride). But, the commercials could be about any car: a Hyundai, a VW, a Toyota or, dare I say it, even a Chevy. There’s nothing that leverages the brand’s points of differentiation.
I know, I know. It’s a Christmas spot. But, like the majority of political ads, the Lexus commercials fail to break through from the six million other sickly-sweet holiday spots cramming the airwaves. A brand and car as unique as Lexus deserves a creative treatment to match. Dads handing over car keys to daughters or wives doing the same for hubbies is just plain lame. Especially when it runs Christmas after Christmas after Christmas. Pardon me, Lexus, but it’s time for peace on earth, good will to men and TV spots that are a little less nauseating. As Scrooge would say, "bah humbug."