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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 GXOR is a conceptual offering to the overlanding crowd

To the surprise of just about everyone, large numbers of overlanders have adopted the Lexus GX. The reasons for that are apparent after looking under the surface: Toyota reskinned the Land Cruiser Prado — a slightly smaller version of the venerable Land Cruiser, sold in overseas markets — to create the GX. The result is an intensely capable off-road platform decked out with a bouquet of luxury trimmings. In tribute to the GX's following, and as a way to celebrate the Toyota FJ Summit happening in Ouray, Colorado, right now, Lexus commissioned the GXOR concept. The initialism comes from the overlanding community, the "OR" standing for "offroad" on web sites and in photos and as a Twitter hashtag. This truck's so well equipped for trekking continents, however, that Lexus might have expanded the full meaning of GXOR to "Gone eXtremely Off Road."  The first move to up the rugged quotient is always wheels and tires. Lexus swapped the stock suspension for Icon Vehicle Dynamics shocks with remote reservoirs and a 2.5-inch lift, reinforcing the setup with billet control arms and delta joints. The wheels are 18-inch F-Sport units wrapped in 275/70 (33-inch) General Grabber X3s. When the inevitable hits come, CBI frame sliders and full underbody armor protect the chassis. When situations go all the way south, a Warn 9.5 XPS winch hides behind a custom CBI front bumper, Maxtrax recovery boards stand by on the Eezi-Awn K9 roof rack, and an Icom HAM radio is ready to call for recovery from locals or advice from an operator in Argentina. Other conveniences include a Safari snorkel, 50-inch Rigid light bar, and an Overland Solar 160-watt panel. The cargo area's been turned into a larder and closet thanks to the National Luna fridge/freezer combo sitting atop the Goose Gear custom drawers. Since it appears the GXOR driver might never wish to return, there's more storage in Alu-boxes up top, and a Patriot Campers X1H trailer provides close gear support. The Patriot's a home on wheels, starting at about $52,000 U.S., packed with features like a remote-controlled, electronically-deployed tent, a twin-burner stove, gas hot water system and 40-gallon tank, and more drawers. But because even that's not enough, Lexus fitted the trailer with matching F-Sport wheels and a Redarc Tow-Pro brake controller. If you're near Ouray, the GXOR will be on display and on the trails from now until Sunday, July 21.

Rebooted Apple program gets permit to test autonomous vehicles in California

For a while, Apple has been pursuing autonomous vehicle technology, but has more or less tried to keep the specifics of those ambitions under wraps. We did learn last fall that the company was killing off plans to build its own car, and clues about its program to develop a self-driving system popped up since. Today, though, we have more concrete information, as the California DMV has issued Apple a permit to test self-driving cars in the state, as TechCrunch reports. In a document released by the DMV, the tech company joins a number of others in California with approval to test autonomous vehicles. Apple will test its systems on three cars, each a 2015 Lexus RX540h, with six approved drivers. Presumably, those cars will be on the road quite a bit, as gathering lots of data is crucial to developing a working system. Per California rules, the company will have to provide accident reports, as well as a log of every instance that a human driver has to take over driving duties from the autonomous system in what the DMV calls a "disengagement report." Those reports will be made public, so we'll be able to glean a little more information about Apple's progress once they're available. Related Video: News Source: TechCrunchImage Credit: GABRIELLE LURIE/AFP/Getty Images Green Lexus Technology Emerging Technologies Autonomous Vehicles California