Lexus "Over The Years"
December To Remember '25
Agency: Team One
My Role: Strategy
Semiotic coding & meaning mapping
Cultural insight synthesis
Competitive landscape analysis
Trend analysis
Experiential & social activation scan
Cross-platform expansion ideas
THE PROBLEM
In an era of instant gratification (one-click checkout, same-day shipping), the emotional anticipation of the holidays has eroded. The season feels compressed, commercial, and transactional.
THE INSIGHT
The true emotional reward of the holidays isn’t defined by material gifts, but by the quiet accumulation of shared moments and the feeling of stability, reliability, and continuity.
THE SOLUTION
Shift messaging from “The Joy of Giving” to “The Joy of Living.” Here, the Lexus isn't a flex or a hero, it's:
A silent constant
A marker of milestones
A backdrop to memory
A witness to a life well lived
Key Results:
Theme Shift: "Over the Years" successfully shifted focus from the traditional ‘joy of giving’ to the deeper ‘joy of living’ by focusing on the emotional journey of a multigenerational family and their most profound holiday memories (anchored with a Lexus in the driveway during every decade). The campaign used a "slow" storytelling approach, focusing on feelings of anticipation and nostalgia rather than just product features.
Iconic Symbolism: For 25 years, the famous Big Red Bow adorned the hoods of the cars as a symbol of love and climactic surprise. In a surprise twist, it appears in the child's hair, symbolically transferring value from object to person.
Musical Impact: The use of Fleetwood Mac's "Landslide" drew a lot of attention, tugging at heartstrings while fostering a sense of nostalgia and enduring quality.
Media Coverage & Integration: Running nationally, the campaign featured broadcast, print, out of home, digital, social and influencer driven partnerships. (Major platforms: NFL, NBA, NHL, Netflix, Roku, and HBO Max). The campaign included the return of earlier "December to Remember" fan-favorite spots: "Letters" and "Forecast".
2025 Sales Performance: Lexus reported 2025 U.S. sales of 370,260 vehicles, marking a 7.1% increase in volume. For the fourth quarter of 2025 (which includes the height of the December campaign), Lexus reported sales of 99,685 vehicles, a 2.3% increase. The Lexus RX remained a top-performing luxury SUV, with over 53,000 units sold during 2025.
Longevity: The "December to Remember" campaign celebrated 25 years in 2024, consistently using emotional storytelling to drive year-end results.