Lexus is taking a drive down the Yellow Brick Road, teaming up with Universal Pictures for a "Wicked" new campaign.
The car manufacturer's new 360-degree marketing campaign "Experience OZmazing" is led by a 30-second commercial that spotlights the 2024 Lexus TX, a stylish SUV built for performance.
In a press release, Lexus VP of Marketing Cynthia Tenhouse highlighted the brand's magical partnership with Universal's upcoming blockbuster.
"Offering three-row luxury, innovative technology, and plenty of cargo space for extra broomsticks, the Lexus TX is the perfect vehicle for travelers, wherever the road may take them," she added.
The campaign runs from October 21 to December 6 across dealer point-of-sale marketing, co-branded social content, and sponsorship of the film premiere. The commercial, on the other hand, airs on Hulu, YouTube, and linear TV.
Universal Pictures' "Wicked" premieres in movie theaters on November 22.
Brand partnerships with big production networks to promote the upcoming release of a film is becoming a trend.
While brands can reach new audiences and increase awareness, movies can be promoted more effectively, even adding value to theatergoers with new merchandise.
Defying Gravity
"Experience OZmazing" opens with key shots of the film interspersed with footage of the Lexus TX driving down a forest road.
Short clips of the film's main character grace the screen, giving audiences a glimpse of the green-skinned Elphaba, played by Emmy, Grammy, and Tony Award-winning actress Cynthia Erivo.
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The car speeds up as its passengers turn up the radio to listen to the iconic song from the "Wicked" musical, "Defying Gravity."
Building to a crescendo, the spot amps up the energy and ends with a clip of Ariana Grande's character, Glinda the Good.
Promotion for the "Wicked" movie seems to be everywhere as of late.
Earlier this week, Cynthia Erivo starred in an ad for Target to promote the film's exclusive merchandise.
Meanwhile, the New York Hilton Midtown also teamed up with Universal Pictures to bring the world of "Wicked" to life with a one-of-a-kind hotel stay.
