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Lexus And Universal Pictures Collaborate To Promote 'Wicked' Film Experience This Holiday Season
Universal Pictures' "Wicked," a film adaptation of the popular Broadway musical, is set to premiere on November 22, 2024. Lexus has partnered with Universal to launch a marketing campaign featuring the 2024 Lexus TX. This collaboration includes a custom TV spot showcasing scenes from "Wicked" and highlighting the Lexus TX's features.
The promotional video stars Cynthia Erivo as Elphaba and Ariana Grande as Glinda, with the iconic song "Defying Gravity" playing through the Lexus Interface. The tagline "Experience OZmazing" concludes the spot. Cynthia Tenhouse, vice president of Lexus marketing, stated, "As a proud partner of Universal’s ‘Wicked,’ Lexus is helping drive audiences to experience the film’s powerful and transformative magic this holiday season."
The marketing campaign for "Wicked" will be extensive, appearing across various media platforms. It includes dealer point-of-sale materials, co-branded social content, and sponsorship of the film's premiere. The 30-second advertisement will be broadcast on Hulu, YouTube, and other channels from October 21 to December 6, 2024.
Directed by Jon M. Chu, known for films like "Crazy Rich Asians," "Wicked" features an impressive cast. Alongside Erivo and Grande are Michelle Yeoh as Madame Morrible and Jonathan Bailey as Fiyero. The film also stars Ethan Slater as Boq and Jeff Goldblum as the Wizard of Oz.
"Wicked" tells the untold story of Oz's witches before they became Glinda the Good and the Wicked Witch of the West. The narrative follows Elphaba's journey to self-discovery despite her green skin and Glinda's path to understanding her true heart beyond privilege.
The film introduces new characters like Miss Coddle played by Keala Settle and Dr. Dillamond voiced by Peter Dinklage. Marc Platt and David Stone produce it with Stephen Schwartz among its executive producers.
About Universal Pictures
Universal Pictures is part of NBCUniversal, a leading media company owned by Comcast Corporation. NBCUniversal operates various entertainment networks, a major motion picture company, television production operations, theme parks, and more.
Lexus began its journey in 1989 with luxury sedans aimed at perfection. Today, it offers a diverse range of vehicles in over 90 countries through 244 dealers in the United States alone. Known for its hybrid models and innovative technology, Lexus continues to anticipate future luxury needs.
This partnership between Lexus and Universal Pictures aims to enhance audience engagement with both brands during this festive season while promoting their respective offerings effectively.
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