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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.

2018 Lexus RX 450hL hybrid will start just over $50,000

Lexus has announced pricing on its 2018 RX 450hL, saying that its new three-row, all-wheel-drive hybrid crossover will carry a starting MSRP just $1,550 higher than the non-hybrid AWD RX 350L when it goes on sale starting in April. The RX 450hL will start at $51,615, positioning it right in-between luxury crossover competitors like the Mercedes-Benz GLE 350 and Infiniti QX60. The Luxury package, which adds features like semi-aniline trimmed seats, interior LED ambient lighting, laser-cut wood trim and 20-inch machine-finished alloy wheels, bumps the price up to $55,550. Prices include a $995 delivery, processing and handling fee. Lexus says the 450hL will get new features like second-row captain's chairs, leather-trimmed seats and complimentary Lexus Inform Safety Connect and Service Connect membership for the first 10 years of ownership. Standard safety features include a pre-collision system with pedestrian detection, lane-keep assistance, intelligent high beam headlights and all-speed dynamic radar cruise control. The RX 450hL combines a 3.5-liter V6 engine with two high-torque electric drive motor-generators to produce 308 in combined horsepower, with an EV mode allowing it to run on pure electric power at lower speeds for short periods. Lexus hasn't yet released fuel-economy figures for the hybrid, but the conventional RX 450h is rated at a combined 30 mpg by fueleconomy.gov. Lexus has added 4.3 inches to the rear body length of the 450hL and added more room for third-row occupants by incorporating a steeper tailgate. We've previously covered the introduction of the three-row RX 450hL and the 2018 RX 350L, which is powered by a 290-hp 3.5-liter V6 and is available in both front- and all-wheel-drive. The latter starts at $48,665 and goes up to $55,080. The RX line has been Lexus' best-selling model, with sales of 108,307 units in 2017.Related Video:

Lexus is sending its 2017 RC F GT3 to do battle in the US and Japan

Bare carbon fiber doesn't do much to tone down the swoopy, animal RC F GT3, does it? This is the latest tweak of the Lexus GT3 racer, which appeared in an earlier spec with the American team F Performance Racing. (Incidentally, the team changed its name to 3GT Racing recently to further differentiate itself from Lexus.) The latest RC F racer will compete in IMSA and Super GT racing. Lexus will field two cars in each series. Since GT3 and the Japanese GT300 cars share a spec, this RC F GT3 will race as an RC F GT300 in Japan with the LM Corsa team. On our side of the Pacific, the car will debut at the 24 Hours of Daytona on January 29th, and compete with the aforementioned 3GT Racing team in the GTD category of the IMSA Championship Series. Barring any unannounced changes, the 2,756-pound coupe will pack a front-mounted V8 derived from the production RC F's engine and tuned to deliver over 540 horsepower, depending on series regulations. It should be mentioned that in Japan, the car will race alongside its bigger brother, the LC 500 GT500 car, which we told you about last year. Related Video: Featured Gallery 2017 Lexus GAZOO Racing RC F GT3 Motorsports Lexus Coupe Racing Vehicles lexus rc f lexus rc f gt3