For 26 years, Lexus’s “December to Remember” campaign has become synonymous with holiday car ads—so much so that it even landed a spot on Saturday Night Live five years ago. This year, the luxury brand is revisiting its iconic tradition with a new commercial aptly titled “Over the Years,” which focuses less on flashy models and more on heartwarming nostalgia.
The ad charts the course of a family’s life through generations, beginning in the late 1980s with new parents driving home their daughter in a sleek Lexus LS 400. As the years progress, Christmases roll by marked by different Lexus models: a 1990s SC 400 for one holiday, and later a second-generation RX as the daughter grows up and returns home with her partner. Finally, the narrative jumps to the present day, where she is now driving a 2026 GX, bringing back the cycle with a child of her own.
“Over the Years” cleverly interweaves Lexus vehicles throughout this familial journey, seamlessly transitioning from model to model as the family evolves. While previous campaigns have showcased newer models like the TX, GX, and LX, this year’s spot leans heavily on its heritage, reminding viewers of Lexus’s enduring presence in American families over decades.
Unlike last year’s “Letter” and “Forecast” ads which lacked memorability, “Over the Years” is already generating buzz for its emotional resonance. Given its emphasis on family tradition and relatable milestones, this ad seems poised to once again become a seasonal mainstay during football broadcasts – where Lexus December To Remember commercials have long held their court. The campaign, launched in 1999, has consistently delivered heart-warming moments paired with the brand’s signature jingle, big red bows, and gift-giving scenes, solidifying its position as more than just a car advertisement, but a nostalgic cultural touchstone during the holiday season.
