It’s almost the holidays, which means the return of Lexus’ “December to Remember” sales pitch. Along with the giant red bows atop cars this year, the campaign celebrates moments of connection and giving back to the community.
This year’s campaign centerpiece is a commercial, “Time Machine,” that depicts a young boy believing his family’s new Lexus is a sophisticated device out of a sci-fi story. When he falls asleep in the car on the way to the airport, he mistakenly thinks he has been transported through time, when his brother gets in the car holding a gift with an iconic red bow. (For those missing the whimsy of the company’s more traditional “surprise” commercials that brand is bringing back two spots – “Runway” and “Wonderland” – from last year.)
This year, Lexus is partnering with cupcakery Sprinkles to add a charitable element to its campaign. Beginning on Tuesday, November 29 (a.k.a. “Giving Tuesday”) customers will have an opportunity to donate to the Boys & Girls Clubs of America in Sprinkles stores and on social via a unique link. For every donation made through the link between November 29 and January 3, Lexus will match donations up to $250,000. As part of the partnership, Lexus will be treating guests to complimentary red velvet cupcakes over the weekend of December 2 for one hour each day.
“This year’s ‘December to Remember’ celebrates the holidays as a joyful time to reconnect with loved ones,” said Vinay Shahani, vice president of Lexus marketing, in a statement. “Our dealers do a great job of extending hospitality to our guests year-round. This holiday season, on behalf of our dealers, we’re inviting guests to enjoy a special Sprinkles treat and pay it forward to support the Boys & Girls Clubs of America.”
