Did you get a Lexus for Christmas? You know, the beautiful luxury car, complete with the bow on top and the little jingle playing faintly in the background. Me neither! Do you know anyone who has received a new luxury car in such a way? Me neither!
Advertisements serve multiple purposes, including brand awareness and brand envy to name a few. While their commercials are likely a pipe dream for 99% of the population, they are memorable. In fact, throughout the month of December, it’s difficult to watch any television channel without coming across one of their ads. Chances are, you’ve seen one or more of the variations.
But maybe their purpose isn’t to cause you to run out and purchase one for your loved one without their input on model, style, color and without their knowledge. Then, you somehow arrange for it to magically appear in your driveway with a big red bow on top that’s the size of a golf cart while you creatively surprise the recipient. Perhaps Lexus is thinking more strategically and more long-term than that.
Quick! Can you recall the last commercial you watched for Mercedes-Benz, Cadillac, Jaguar, BMW or Infiniti? I’m sure you’ve seen them, but they’re likely more of your “typical car ad” than something as unique as Lexus’ approach. When it’s not unique (even if slightly more practical), it often gets lost in the clutter. So if/when you’re in the enviable position of being able to purchase a new luxury automobile, which brand might you think of first? Which brand will create as much joy? Which one would be seen as a priceless gift?
As unrealistic as their ads might seem at first for the majority of viewers, I’m guessing they’re actually quite effective in the long-term for creating brand awareness and brand envy.
What other television commercials do you recall from this past holiday season? What made them stand out?