Moments Behind the Iconic Big Red Lexus Bow

The iconic big red bow has been a staple to the Lexus holiday campaign for what feels like decades. This year, the annual December to Remember event goes beyond the bow, focusing on the magic and thoughtful moments that create the true heart of the season. Two new broadcast commercials, “Overnight Lexus” and “Sled Dogs”, pair with a holiday-themed collaboration with TikTok content creator @sebastianjern and a dramatic digital activation on Sphere in Las Vegas featuring the all-new 2024 Lexus GX. 

“The focus of this year’s ‘December to Remember’ campaign is to intentionally celebrate the special moments that can’t be wrapped – from thoughtful surprises to making memories with loved ones,” said Vinay Shahani, vice president Lexus marketing. “We’re amplifying the spirit of the season year-round through curated marketing efforts and purposeful partnerships.”

In the first broadcast spot, “Sled Dogs,” you’re introduced to the all-new 2024 Lexus GX as it effortlessly travels down the road on snow-covered terrain. A woman sits confidently behind the wheel, while a Siberian Husky secured in the second-row stares ahead, seemingly barking orders. With the help of her furry companion, the driver navigates the GX to a secluded offroad area to find the dog’s owner and four-legged friends working on their broken sled. Grateful to be reunited, they drive off warm and cozy in the GX.

The second spot, “Overnight Lexus”, opens in a boy’s bedroom as his father sits next to him, reading a familiar tale about magic beans that grow overnight. Upon seeing his son is asleep, Dad turns off the light and exits the room. As the door closes, the boy sneaks out to the family’s front yard to pack a toy Lexus under the snow in hopes the story is true. The next morning, the boy wakes excited to find a brand-new, full-size 2024 Lexus TX wrapped in a giant red bow, calling for Dad and Mom in wonderment at the surprise.

Of course, the holiday season is about giving – Lexus continues to be a proud partner of the Boys & Girls Clubs of America and will donate $150,000 this holiday season to support their important work in the community.