The holidays are all about one thing: materialism. Had a rough year? Wait ‘til the holidays, and if the people in your life love you enough, you’ll receive lots of material things that make it all better. Car companies, being one of the apex predators of capitalism, scramble to capitalize on the holidays as a way to convince the folks who sacrificed family time to work extra hours that gifting a car will make up for lost time. Lexus’ December to Remember sales event is one of those campaigns. Since 1999, Lexus has been spreading holiday cheer with a compelling rhyme and the heartwarming imagery of paid tender loving families experiencing the joy that a brand-new Lexus with an oversized bow can bring to the entire family unit.
Using pathos to capitalize on the already emotion-fraught holiday times seems to be a tradition as old as the holidays themselves, and Lexus landed on a good one that even rhymes. The first December to Remember was the fateful December of 1999. I guess every December prior to that was forgettable. Back then, Lexus had only existed for ten years, and it offered just six model lines: the ES, GS, LS, LX, RX and SC. President Bill Clinton was in office, and the world was hunkering down for the impending uncertainty of how Y2K would impact the world’s giant, heavy computers.
Now the year is 2024, the Lexus December to Remember campaign is old enough to rent a car, and the world is girding its proverbial loins as we gear up for yet another year of unprecedented events. The holidays are looming, so it’s time for everyone to pack their Xanax and Klonopin and rehearse their canned greetings as they gear up to argue about politics with distant relatives.
Lexus, however, plans to continue its tradition of ushering in the holidays with its signature December to Remember jingle and heartwarming depictions of actors portraying loving family units. This year’s 25th-anniversary commercials will focus on what Lexus claims are the most anticipated moments of the holiday season: spending time with friends and family. How will Lexus achieve this message? By displaying the important ways that owning a Lexus vehicle will bring your family closer. As the holidays inch closer day by day, get ready to be bombarded by similarly simulated warm fuzzy ads that subliminally remind you to buy from a certain store or brand. Happy holiday shopping, everyone, and happy 25th birthday to the Lexus December to Remember sales event.