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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 designers create lunar transport concepts

NASA is working to put human back on the moon by 2024, the idea being to use it as a way station for the eventual colonization of Mars. Since those humans won't want to moonwalk everywhere, they'll need new transportation — the battery-electric Lunar Rover the Apollo astronauts left up there probably won't start. Designers at the European Advanced Design Studio for Toyota and Lexus created a few potential, and yes, fanciful, craft for getting around our satellite for Document Journal magazine's The Lunar Design Portfolio. The artwork joins a collection of articles by culture critics, philosophers, architects, and more about the issues confronting humanity's return to the mistress of tides. Out of the seven concepts, the Lexus creation chosen to appear in the issue is Karl Dujardin's Zero Gravity, which turns the automaker's spindle grille into a single-seater moto-like hovercraft capable of doing 310 mph. The Bouncing Moon Roller by Julien Marie attaches a wheel-like stabilizer to a gyroscope cell protected by a flexible graphene nanotube bubble meant for hopping over the terrain, whereas the Lexus Lunar Cruiser by Keisuke Matsuno serves land and sky by having wheels that can flip out 90 degrees to serve as ducted fans powering a drone capsule. Jean-Baptiste Henry's Lexus Cosmos isn't for the surface at all, with a Lexus mothership and Moon Explorator capable of solar system travel. The glass construction of the observatory in the Moon Explorator allows "group experience contemplation [of] Zero G," and there's even a "space swimming pool." The Mothership awaits a role in the next installment of A Space Odyssey, a glossy habitat for whatever life forms succeed humans. Astronauts might be able to launch from the mothership in the Lexus Lunar Mission craft designed by Yung Presciutti, using wings shaped like spindle grilles. Because all work and no play makes Jack a dull boy even in space, the Lexus Lunar is a 6x6 "massive transport vehicle designed to explore and discover the moon safely," meaning it can haul a few Moon Racers — both of which are also Presciutti's work —  a different kind of single-seater craft made to "jump, climb, race, and discover" the light and dark sides of the moon.

Lexus tops Consumer Reports reliability rankings, unseating Mazda

Lexus is back on top of Consumer Reports' annual reliability rankings. Toyota Motor Corp's luxury division dethrones last year's winner, upstart Mazda, to second place, while the Toyota brand itself rounds out the podium in third place. In general, while Asian brands topped the list, Europeans ranked second, and domestics brought up the rear.  Lexus' high marks stem from the Land Cruiser Prado-based GX SUV, which got a perfect score of 100. Mazda's second place finish was the result of strong showings by the Miata, CX-9, CX-5, and CX-30, but dragged down by the Mazda 3's mid-pack score. Likewise, nearly all of Toyota's lineup, from Prius to Avalon, all had very high marks, but the RAV4 and Corolla Hatchback brought down the class average. Like last year, the only American brand to break into the top ten was Buick, which ranked 5th thanks to good scores for the Envision and Encore (though the Enclave ranked sub-par). Eight of the top 10 brands were Japanese, with Infiniti in 4th, and Honda, Subaru, Acura and Nissan following Buick in that order. Mini, in 10th place, was the only European brand in the top 10. The bottom spots went to Jeep, Tesla, and once again Lincoln in dead last. While all Lincolns received poor scores, the Aviator was notable for getting only 3 points out of 100. Similarly, last year's lowest-scoring vehicle was the Ford Explorer, with which the Aviator shares a platform. It wasn't all gloom from the domestics, however. The Chevrolet Trailblazer tied the Lexus GX with a perfect score, but overall Chevy brand ranked 14th, pulled down by the Corvette, Silverado 1500 and Tahoe. The Tahoe tied with the GMC Yukon with the lowest scores this year, just 2 points each. Both the Silverado 2500HD and the nearly identical GMC Sierra 2500HD were among to top scoring American vehicles, along with the Ford Bronco Sport, Mustang Mach E, Ranger and Chrysler 300. Consumer Reports also points out that the oft-said line that electric vehicles are less prone to problems due to fewer moving parts isn't necessarily true. The Audi E-Tron and Tesla Model X each got a score of 5, the lowest of their respective brands, due to more and more technology being crammed into these higher-priced EVs. For a complete list of rankings by company and of individual models, check out the full study at Consumer Reports. Related Video: This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings.