Lexus has unveiled a holiday marketing initiative that utilizes generative artificial intelligence, aiming to capture the imagination of viewers with its “Built for Every Kind of Wonder” video. The luxury automaker collaborated with AKQA to produce the campaign, which will be showcased on Lexus’ digital and social platforms in Europe, the Middle East, and Africa. The initiative comes as more brands experiment with generative AI to enhance video content, despite varying consumer attitudes toward the technology.
The marketing video presents a series of surreal, seasonal visuals, including an abstract ski trail that rises into the sky like an ocean wave. These whimsical images are ultimately revealed to be the product of a child’s imagination, sparked by gazing into a snow globe. The narrative intertwines fantastical scenes—like fish swimming beneath a frozen lake and a ski slope swirling in the air—with footage of a Lexus vehicle that emits magical sparks, reminiscent of Santa’s sleigh. The film concludes by linking all these imaginative sequences to a child’s daydream during a car ride.
This innovative approach was developed in AKQA’s Virtual Studio, which is described as a “next-generation content engine” that merges cinematic artistry with cutting-edge technology. Lexus challenged AKQA to explore ways AI could enhance its winter promotions and was reportedly impressed with the results. Generative AI is increasingly viewed as a tool that can simplify what would otherwise be complicated and costly production processes, although the outputs often require human refinement.
“The film does a fantastic job of playing to the strengths of AI to create a magical world that aligns perfectly with our ‘built for every kind of wonder’ positioning,” stated Rudy Boeman, Lexus EMEA brand and communications manager. He added that the company is already looking forward to future collaborations with AKQA.
In the U.S., Lexus continues its established “December to Remember” campaign, featuring emotionally resonant ads that highlight the bond of family across generations during the holiday season, set to Fleetwood Mac’s classic “Landslide.” This juxtaposition of traditional advertising strategies with innovative technology demonstrates Lexus’ commitment to both nostalgia and modernity.
Meanwhile, other brands have also begun integrating generative AI into their holiday marketing, albeit with mixed results. Coca-Cola has run year-end campaigns over the past two years that reinterpret classic advertisements using AI, although critics argue that these efforts lack the emotional warmth typical of the brand’s marketing. Defending its approach, Coca-Cola asserts that the campaigns perform well in testing. Conversely, McDonald’s recently withdrew an ad in the Netherlands that utilized generative AI to depict the chaotic nature of holiday celebrations, highlighting the potential backlash brands can face in this emerging space.
AKQA, the agency behind the Lexus campaign, has recently undergone significant changes following the resignation of founder and CEO Ajaz Ahmed in October 2022. The firm has restructured its operations around three primary markets—Americas, EMEA, and Asia-Pacific—and introduced a new global leadership team. Its parent company, WPP, is facing challenges in returning to growth after a series of client losses and has prioritized AI-driven innovation as a key part of its recovery strategy.
Lexus’ foray into generative AI reflects a broader trend in the marketing industry, where brands are increasingly experimenting with technology to engage consumers in new ways. As the landscape of digital marketing continues to evolve, the integration of advanced tools like generative AI could redefine how brands tell their stories, albeit amid a backdrop of consumer skepticism. Looking ahead, the success of such initiatives may hinge on finding the right balance between technological innovation and the human touch essential for genuine emotional connections.
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