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Lexus' December to Remember reshaped by the pandemic

After spending the summer convincing consumers to take socially distanced breaks from grim reality, advertisers are now returning to the pandemic as the central focus in holiday shopping campaigns launching this month. U.S. companies from carmakers to retailers are under pressure to make the shopping season a success after retail sales crashed 21% earlier this year as millions of Americans lost jobs and cut their budgets. They face the challenge of convincing consumers to open their wallets for the holidays even as the coronavirus pandemic rages anew across the United States and Europe. As new campaigns roll out, brands feel it is their responsibility to inspire optimism for the coming year, but also empathize with “the hurt that people have,” said Jason Schragger, chief creative officer at ad agency Saatchi & Saatchi. Carmaker LexusÂ’ iconic “December to Remember” campaign, which features cars wrapped in giant red bows on picturesque snowy driveways, will focus on the different role that driveways have played this year, as people sought ways to celebrate birthdays, anniversaries and other milestones despite stay-at-home orders. New TV commercials launching on Monday feature family and friends doing a drive-by graduation party in their Lexus vehicles as a student in a cap and gown waves from her driveway. In another, a man greets his children and grandkids from a distance as they drive by, waving a homemade “Happy Birthday, Grandpa” sign. "We wanted to make sure we weren't showing large gatherings of people," said Lisa Materazzo, vice president of marketing at Lexus, owned by Toyota. "But it's nice to have a live interaction, and that can happen when you're safe in the car and waving from the driveway." Staying connected during the pandemic is the message behind ads for the department store MacyÂ’s, whose window displays and Santaland attraction have been hallmarks of the holidays since the late 19th century. At a time when flying home or hosting big family gatherings can be dangerous, Macy's is focusing on how finding and giving the perfect gift plays an even bigger role in connecting with people you can not see in person this year, according to Macy's chief customer officer Rich Lennox. A similar theme underpins Etsy's commercial, in which a woman who longs to see her grandson opens a gift of a handmade doll that matches a picture he had drawn.

Drifting on a frozen lake with a studded Lexus looks like fun

Sometimes you come across a list of ingredients and you don't even need to know what's being made, you just know you need to be there when it's done. So if you saw a recipe for a Vimeo video that was one snow-covered frozen lake, one Lexus IS, four studded tires, two ice fisherman and one guy lounging on a couch, do you think you'd have any questions?
We didn't. The dish was cooked up by the Wide Open Drift Team and KSP Productions, and it's exactly what you'd think it is. Right down to the guy on the couch. We're glad we got to partake, and you can too in the video below.

Lexus ES nips-and-tucks previewed ahead of 2021 Shanghai show

Lexus will travel to the biennial Shanghai auto show to present a futuristic concept called LF-Z that previews how its range will evolve by the middle of the 2020s. It's not forgetting about the near-term future, though. It will also introduce an updated version of the current-generation ES, its midrange sedan, at the event. Previewed by a 15-second video posted on YouTube, the nipped-and-tucked ES gains redesigned headlights with square lighting elements and bolder-looking LED daytime running lights. That's all Lexus is showing us so far. It's not much, but it's enough to tell the exterior visual changes are largely evolutionary, not revolutionary. Lexus previously proved that, when it comes to luxury sedans, what motorists can't see is at least as important as what they can see. It made the LS, its flagship sedan, smoother by redesigning the motor mounts, changing the stiffness of the tires, and adding deeper stitch points to the seats. The ES could learn some of these tricks. Engine options will likely remain largely unchanged, meaning the ES will carry on with a 215-horsepower, 2.5-liter four-cylinder or a 3.5-liter V6 rated at 302 horses. Alternatively, the lineup will also include a gasoline-electric hybrid powertrain built around a 2.5-liter four-cylinder and a pair of electric motors. The V6 and the hybrid variants are front-wheel-drive, while the non-electrified four is exclusively offered with all-wheel-drive.  Lexus will fully unveil the updated ES on April 18, a day before the Shanghai show opens its doors, and sales in China will start shortly after. In the United States, the refreshed ES will arrive in showrooms as a 2022 model. Related video: This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. 2021 Lexus LC 500 Convertible Walkaround