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Lexus Red Bow Still Coming

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.

Reader Comments


November 29, 2008 3:19 PM

Dave Nordstrom Toyota is everywhere under the sky, with developing and emerging markets transplant CKD assemblies for junk & obsolete cars dumped in protected markets of India-Pakistan markets for home consumption. Lexus is never promoted, advertised, sold in Pakistan market. Indus Motor Pakistan assembling very sub-standard cars for protected home market, should also be given an opportunity for Lexus at least in Taxi limousine at competetive charges. Lexus luster will not fade here, as in Europe with other choices. eMail:


December 3, 2008 3:19 AM

@ Haroon : Do not use this medium to promote your business plans.

Pakistan might be a protected market, but India isnt, atleast by regulation.

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