Thursday, December 15, 2011
Lexus has a December to forget
That's what you'd be led to believe if you've been watching any TV over the last few weeks. After all, who wouldn't want to find a shiny new Lexus with a big red bow on top under their tree?
Apparently no one.
According to a new study by Ace Metrix, the Lexus holiday ads aren't just ineffective, they're actually hurting the brand. I'm not surprised for two reasons.
First, if you're not going to buy your loved one a convertible or something special, you might as well buy her a toaster. Buying someone sedan or SUV even a Lexus, is just buying them a big, expensive appliance.
Second, there's context at work here. A lot of people are struggling right now, people who may someday want to buy a really nice car when the economy improves and they're doing better. But here's Lexus thumbing their metaphorical nose at them, delivering the exact same message they were in the mid 2000s when the economy was booming.
It's important to remember that in advertising, even during the holidays, context matters.