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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, Mazda and Subaru top Consumer Reports Brand Report Cards

A revised methodology in devising its annual Car Brand Report Cards has seen Consumer Reports award Lexus its top overall ranking for 2013. For the first time ever, the institute broke out individual brands from their larger corporate umbrellas, meaning car makers like Lexus and Scion were judged independently from parent company Toyota. That strategy worked out well for Lexus, as the luxury brand earned a top report card score of 79 for the 2013 model year.
The institute has recommended every one of the Lexus models it has tested to date, and said that the company's products won out thanks to "a foundation of plush and very reliable vehicles."
Meanwhile, Mazda and Subaru tied for the second-highest scoring report cars, with scores of 76. Subaru earned praised for sporting models like the BRZ, which CR testers apparently had a lot of fun driving (naturally), while the Mazda products were lauded for their blend of practicality, sportiness and efficiency. Both of the Japanese brands offered good handling, fuel economy and versatility, said Consumer Reports.

2021 Lexus UX250h Black Line Special Edition looks less like a crossover than ever

Lexus just found a way to make the UX 250h look even more like a regular hatchback. It’s called the 2021 Lexus UX Black Line Special Edition, and it follows the path of previous Lexus Black Line models before it (ES, GS, RC). WeÂ’ll note that this special edition is based on the hybrid version of the UX, and isnÂ’t available with the standard gasoline engine variant. The body-color fenders stand out the most. Instead of ruggedized black plastic, Lexus is painting them in the same color as the rest of the body. LexusÂ’ UX was already one of the most car-like of the tiny crossover class, and eliminating the ugly crossover-like fenders brings it even deeper into hatchback territory. By painting them the same color as the body, it tricks the eye into thinking the car is hunkered down lower to the ground. The gloss black side sills and lower trim bring it down even further visually. Now, Lexus didnÂ’t actually lower the UX, but this package makes it feel much less like a crossover. When painted, the flared fenders even come across as sporty, wider hips. We really dig the look. The gorgeous Grecian Water (blue) paint only improves the situation further. You can also get the Black Line model in Caviar and Eminent White Pearl — all three colors get the same body-color fenders. Every UX Black Line also gets 18-inch black-painted wheels with black lug nuts, black grille surround, black side mirrors, black roof rails and darkened headlight fixtures. On the inside, youÂ’ll be able to choose between a black or “birch” leather package. Both get blue accents throughout. YouÂ’ll see blue on the seats, center armrest, doors, dashboard, seatbelts, cargo mats and even the key gloves. When you buy one of these UX Black Lines, youÂ’ll also get a custom Zero Halliburton luggage set with Lexus branding on the two pieces. Lexus says itÂ’s only making 1,000 of these UX Black Line Special Edition cars. TheyÂ’ll go on sale in spring of 2021, with pricing available sooner to the on-sale date. Related Video: