Lexus Brings the Magic of 'Wicked: For Good' to Luxury Car Marketing

Lexus is selling a ticket to Oz this holiday season. 

Ahead of the theatrical release of "Wicked: For Good" on November 21, 2025, the automaker unveiled “Magic in the Air."

The 30-second spot serves as a cinematic short, placing the 2025 Lexus LX at the heart of a fairytale road trip, and taking viewers to the magical land the film is based on.

“As a proud partner of Universal’s Wicked: For Good, Lexus invites fans to experience the film’s electrifying finale,” said Lisa McQueen, senior manager for Lexus marketing.

“For those looking to tackle any adventure ahead, the Lexus LX is the perfect vehicle for life’s most magical moments.”

Notably, the campaign builds on a brand partnership that began with the first Wicked film.

Launched last year, the initiative gave viewers a look behind Director Jon M. Chu's creative process in the making of the film, as well as how Lexus plays a role in all of it.

The latest effort continues the “Experience OZmazing” tagline that connects the automaker’s luxury identity to cinematic escapism.

It’s a clever alignment where Wicked offers heart and fantasy, and Lexus brings design and performance, both promising a feeling of wonder.

Inside the Film-Inspired Campaign

The ad opens with director Jon M. Chu, his wife Kristin, and their daughter Stevie Sky (born the same day Wicked premiered in L.A.) embarking on a magical drive through an Emerald City dreamscape.

As they exit the highway, a group of butterflies graces the family, signaling the start of something magical. 

The Lexus then leaves a trail of colorful grass as the family makes their way down a rainbow field. 

"I've seen all kinds of magic on this ride, but you have changed me for good," the director says, carrying his child as the spot ends. 

The “Magic in the Air” spot headlines Lexus’ 360-degree marketing rollout, airing across Peacock, YouTube, and Amazon through early December.

Complementary activations include social media teasers, co-branded content, and Lexus’ sponsorship of the Wicked: For Good New York premiere.

Rather than focusing on specs or engineering, the campaign centers on emotion and shared experience, mirroring how consumers today connect more with story than status.

The spot’s soundtrack, Wicked’s anthem “For Good,” reinforces that idea, turning the LX from a vehicle into a vessel for memory and meaning.

In continuing last year's narrative, the automotive brand strengthens familiarity while subtly refreshing its identity for a younger, more entertainment-savvy audience.

What Lexus Teaches Us About Brand-Movie Partnerships 

For agencies, Lexus’ Wicked partnership offers a timely case study in cinematic marketing.

• Narrative crossovers can turn standard product placements into full-fledged emotional experiences that audiences actually remember.
• Film collaborations work best when storytelling consistency extends across touchpoints, from teaser to premiere sponsorship.
• Maintaining continuity from past campaigns can build long-term brand equity and consumer familiarity.

Other brands have treaded this path before.

Earlier this year, Jeep teamed up with "Jurassic World: Rebirth" in time for the film's premiere, taking the Wrangler 4XE across an island full of dinosaurs. 

The challenge for Lexus will be to sustain that momentum after the film’s run, converting moviegoers into brand advocates once the credits roll.

Our Take: Does the Ad Live Up to the Magic?

There’s a kind of spell that good advertising casts.

It's not the loud kind with fireworks, but the quiet kind that tugs on the heartstrings. 

Lexus found that rhythm here.

The LX doesn’t fly, but it feels enchanted all the same, gliding through Oz as if the road itself believes in the story.

Lexus leaned all the way in, and the result feels sincere.

Earlier this week, Wicked also teamed up with Absolut Vodka and Paris Hilton for a limited-edition cocktail kit.