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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.

Lexus fans vote Solar Flare for new RC F hue

What's in a name? When it comes to model nameplates, quite a lot, and automakers go to considerable lengths to find just the right one. Same goes for the names of the colors in the catalog (save for maybe the Rape Yellow in the extensive Bugatti palette), but every once in a while, an automaker will open it up for suggestions from the public.
SRT did that when it introduced a new shade of blue for its Viper, as did Chevy for the pale green on the Volt. And last month, Lexus followed a similar path when it asked fans on Facebook to come up with a name for the new shade of orange for the RC F.
Fans suggested names like Tangerine Flame, Outrageous Orange and Fiery Orange, but ultimately the winning submission that Lexus selected was Solar Flare. The name was suggested by five individuals and will now enter the catalog of colors for the new luxury muscle coupe with its 450-horsepower 5.0-liter V8.

2022 Lexus LC 500, 500h introduce Bespoke Build exclusive options

Lexus has announced the 2022 LC 500 coupe, 500h hybrid coupe and LC 500 Convertible. The changes are as subtle here as they were on the LS 500. The coupe's suspension has been "optimized to enhance ground contact feel, linear steering response and steering effectiveness [at] high G," we're told, and that's as close as we get to knowing what Lexus engineers did. After that, there are a few changes that could be spotted at ten feet. One is the Sport Package gaining a 21-inch forged alloy wheel to replace the 20-inch wheel for the 2021 LC 500 hardtop.  There's another revision to the Sport Package thanks to Lexus introducing its Bespoke Build program, which will open up a new menu of performance and cosmetic options. The current LC 500 Coupe offers two Sport Packages, one with a glass roof, one with a carbon roof. From 2022, the weaved lid will only be available to Bespoke Build buyers, which starts with a coupe fitted with the carbon roof Sport Package and the All-Weather Package. The customization choices will get their own configurator page come November 17, laying out exclusive color options like the Manhattenhenge interior and exclusive components like the carbon fiber rear wing and 21-inch forged alloy wheels that were previously limited to the LC Inspiration Series. Each Bespoke Build will also come with an interior badge and a certificate of authenticity. On the droptop side, there's been some additional suspension fiddling. On both coupe and convertible, the 11-strong color palette has been shaved to nine colors, Liquid Platinum and Obsidian going away. The 2022 LC 500 starts at $93,050 plus a $1,075 destination charge, for a total of $94,125, the convertible at $102,175 after destination, both unchanged for this year. The LC 500h MSRP gets goosed a touch, increasing $1,440 to $100,125. Related Video: This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings.