lexus
trollidays

The Lexus December to Remember holiday campaign has existed almost as long as the brand itself. Its unmistakable jingle and bow make it a holiday classic. A very successful holiday classic. The Sales Event continues to make December the top sales month for Lexus each year.

In recent years, however, the campaign has fallen victim to Internet trolls. They troll everything from the jingle, to the bow, to the idea of people getting a Lexus as a gift.

So this year, we decided to turn naughty into nice by trolling our trolls. We took the meanest tweets we could find and filmed dozens of response videos. We responded directly to our trolls, and incentivized them to retweet in the name of charity. For each retweet our videos got, we donated $50 to the Boys & Girls Clubs of America.

They applauded us, retweeted us, and even helped us spread some holiday cheer.

Lexus - Trollidays from Mary Toves on Vimeo.

AWARDS
Shorty Awards - Finalist - Auto