Posted by: David Kiley on November 26, 2008
Despite Jean Halliday’s story in Ad Age this week talking about how car company advertising this holiday season will be more somber, Lexus plans to reprise its annual “red bow” advertising in which a spouse gets surprised on Christmas morning with a new car in the driveway.
Lexus in mid September began running ads that will continue through the Fall pushing vehicles as “lowest cost of ownership,” based on fuel economy, resale value and maintenance costs. “We lead our segments in mpg, but we wanted a bigger idea than that,” says Dave Nordstrom, advertising manager.
“It’s a definitely a time to be more rational.”
Does that mean Lexus dealers won’t be running their familiar and now iconic “December to Remember” ad showing a spouse giving their mate a Lexus for Christmas with a giant red bow on it? So, far they are still planning on the red-bow, though some may think the brand tone deaf for the times. “Some people will still be buying a Lexus for Christmas and nothing represents the holiday like a big red bow.”
“We kind of own the big red bow, it’s iconic, so we don’t want to give it up,” said Nordstrom.