Lexus has a December to forget

The holidays are here and that means everyone's getting a new car for Christmas, right?

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.

Empathy is an important trait for a marketer. I'm not suggesting they be a downer during the holiday season and they don't have to be. Mercedes has done a nice job with their spot, putting their brand at the center of a holiday message.

It's important to remember that in advertising, even during the holidays, context matters.