Holiday season car commercials...
11-30-09, 06:47 AM
#31
Lexus Test Driver
i still prefer the classy lexus commercials. family-oriented and, unlike the bimmer and mb ones where they poke fun at those giant bows, a great experience upon receiving a lovely ride. but the new audi commercials with the "best lights in the neighborhood" is quite unique. the first time i saw that a few weeks back really made me think that their marketing tactic is new, fresh, and original.
11-30-09, 11:30 AM
#33
Lexus has a new commercial depicting a fluffy, stuffy, familiy values neighborhood with a red bow Lexus vehicles stuffed with gifts in every driveway.
I can see BMW making another commerical mimicking the Lexus one with a twist.. I predict a remake of the very same happy go lucky Lexus commercial this time with a BMW drifting down the block creating a rukus
I can see BMW making another commerical mimicking the Lexus one with a twist.. I predict a remake of the very same happy go lucky Lexus commercial this time with a BMW drifting down the block creating a rukus
11-30-09, 01:37 PM
#34
Guest
Posts: n/a
Lexus has a new commercial depicting a fluffy, stuffy, familiy values neighborhood with a red bow Lexus vehicles stuffed with gifts in every driveway.
I can see BMW making another commerical mimicking the Lexus one with a twist.. I predict a remake of the very same happy go lucky Lexus commercial this time with a BMW drifting down the block creating a rukus
I can see BMW making another commerical mimicking the Lexus one with a twist.. I predict a remake of the very same happy go lucky Lexus commercial this time with a BMW drifting down the block creating a rukus
Yup, sounds like a great ad for BMW to have.
Odd you make fun of the Lexus ad and yet the BMW ad targets Lexus.
12-01-09, 07:26 PM
#35
Lexus Champion
Thread Starter
In some ways a reminder that they also shared 1989 debuts with Lexus, the winter ad for Infiniti references its two decades of operations:
http://www.youtube.com/watch?v=Ynv8PzECQj0
I've mentioned before how Infiniti has highlighted certain points (JD Power Initial Quality awards, and now their 20th year) that Lexus could have also mentioned in their ads, but chooses not to (in some ways, the awards, and the past decades' history, may be taken for granted--or it is a marketing strategy to focus otherwise). Somewhat similarly, Hyundai has hyped up its North American CoTY, and JD Power APEAL results more than any mfr. I've seen. Both have taken different approaches to their ad motifs as well.
http://www.youtube.com/watch?v=Ynv8PzECQj0
I've mentioned before how Infiniti has highlighted certain points (JD Power Initial Quality awards, and now their 20th year) that Lexus could have also mentioned in their ads, but chooses not to (in some ways, the awards, and the past decades' history, may be taken for granted--or it is a marketing strategy to focus otherwise). Somewhat similarly, Hyundai has hyped up its North American CoTY, and JD Power APEAL results more than any mfr. I've seen. Both have taken different approaches to their ad motifs as well.
12-01-09, 09:33 PM
#36
Guest
Posts: n/a
In some ways a reminder that they also shared 1989 debuts with Lexus, the winter ad for Infiniti references its two decades of operations:
http://www.youtube.com/watch?v=Ynv8PzECQj0
I've mentioned before how Infiniti has highlighted certain points (JD Power Initial Quality awards, and now their 20th year) that Lexus could have also mentioned in their ads, but chooses not to (in some ways, the awards, and the past decades' history, may be taken for granted--or it is a marketing strategy to focus otherwise). Somewhat similarly, Hyundai has hyped up its North American CoTY, and JD Power APEAL results more than any mfr. I've seen. Both have taken different approaches to their ad motifs as well.
http://www.youtube.com/watch?v=Ynv8PzECQj0
I've mentioned before how Infiniti has highlighted certain points (JD Power Initial Quality awards, and now their 20th year) that Lexus could have also mentioned in their ads, but chooses not to (in some ways, the awards, and the past decades' history, may be taken for granted--or it is a marketing strategy to focus otherwise). Somewhat similarly, Hyundai has hyped up its North American CoTY, and JD Power APEAL results more than any mfr. I've seen. Both have taken different approaches to their ad motifs as well.
In contrast, companies struggling or trying to make gains like Infiniti/Hyundai need to point out specifics on why they should be considered.
I doubt most Americans even know Infiniti has been around 20 years. I think its a good ploy by them, to inform people "hey we have been here".
12-06-09, 05:58 PM
#37
Lexus Champion
Thread Starter
Its b/c Lexus as a brand like BMW/Benz here is so strong, they are highly desirable. People want the brand, so they don't need to mention awards as often.
In contrast, companies struggling or trying to make gains like Infiniti/Hyundai need to point out specifics on why they should be considered.
I doubt most Americans even know Infiniti has been around 20 years. I think its a good ploy by them, to inform people "hey we have been here".
In contrast, companies struggling or trying to make gains like Infiniti/Hyundai need to point out specifics on why they should be considered.
I doubt most Americans even know Infiniti has been around 20 years. I think its a good ploy by them, to inform people "hey we have been here".
Back to the red bow, Forbes has a marketing analyst column which discusses the red bow ads. I think that not only has it become a tradition, it does get buzz, both positive and negative. Here's what Forbes says:
http://www.forbes.com/2009/12/06/hol...n-adamson.html
Holiday Pitches Shouldn't Hurt Brands
Allen Adamson, 12.06.09
A case in point is a company that has been the object of a competitor's recent less-than "on-brand" marketing behavior. For several years, Lexus has used an iconic big red bow to help promote its "December to Remember" campaign, created to make it easier for those with the means to surprise a loved one with the perfect gift, purchased at a merrily lower than usual price. In my opinion this December sales event is a great example of a high-end brand holding a sale in a way commensurate with its status. The voiceover is suave and sophisticated, the ads as polished and pretty as that big red bow.
Feeling the intense pressure wrought by the economy, BMW, the competitor of note, is taking some sardonic swipes at its automotive colleague through an advertising campaign not quite in keeping with its cool and cordial brand character. Long known and recognized as a car brand of good breeding and exceptional engineering, BMW, from my point of view, is allowing the economic pinch to get the better of its good manners. While many consumers may find the Lexus big red bow annoying given the size of the average wallet, my belief is that BMW's holiday campaign tactics are uncharacteristically below the belt, even one less tightened. The company should consider whether this branding tactic fits its brand's persona, especially as the economy begins to rebound.
Allen Adamson, 12.06.09
A case in point is a company that has been the object of a competitor's recent less-than "on-brand" marketing behavior. For several years, Lexus has used an iconic big red bow to help promote its "December to Remember" campaign, created to make it easier for those with the means to surprise a loved one with the perfect gift, purchased at a merrily lower than usual price. In my opinion this December sales event is a great example of a high-end brand holding a sale in a way commensurate with its status. The voiceover is suave and sophisticated, the ads as polished and pretty as that big red bow.
Feeling the intense pressure wrought by the economy, BMW, the competitor of note, is taking some sardonic swipes at its automotive colleague through an advertising campaign not quite in keeping with its cool and cordial brand character. Long known and recognized as a car brand of good breeding and exceptional engineering, BMW, from my point of view, is allowing the economic pinch to get the better of its good manners. While many consumers may find the Lexus big red bow annoying given the size of the average wallet, my belief is that BMW's holiday campaign tactics are uncharacteristically below the belt, even one less tightened. The company should consider whether this branding tactic fits its brand's persona, especially as the economy begins to rebound.
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