Annals of Marketing – Universal Pictures’ Wicked and Lexus

Click for more.

Lexus  said today that it is linked with Universal Picture’s “Wicked,” by debuting a 360-degree marketing campaign with a co-branded, 30-second custom spot featuring the 2024 Lexus TX. The custom TV spot – featuring award-winning Cynthia Erivo as Elphaba and global superstar Ariana Grande as Glinda – stars the Lexus TX alongside scenes from the film. The action is set to the movie’s song, “Defying Gravity,” as it’s played on the vehicle’s Lexus Interface. The spot closes with the “Wicked”-inspired Lexus tagline, “Experience OZmazing.”

“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,” said Cynthia Tenhouse, vice president, Lexus marketing. “Offering three-row luxury, innovative technology, and plenty of cargo space for extra broomsticks, the Lexus TX is the perfect vehicle for travelers, wherever the road may take them.”

The marketing campaign – set to appear in a wide range of media – including dealer point-of-sale marketing, co-branded social content and sponsorship of the film premiere. The 30-second spot will air on Hulu, YouTube and Linear throughout the promotional window, running 21 October through 6 December 2024.

Universal Pictures Wicked

“Wicked” makes its journey to the big screen as what’s claimed to be a spectacular, generation-defining cinematic event this holiday season. Directed by acclaimed filmmaker Jon M. Chu (“Crazy Rich Asians,” “In the Heights”), “Wicked” is the first chapter of a two-part immersive, cultural celebration. “Wicked Part Two” is scheduled to arrive in theaters on November 21, 2025.

“Wicked,” the untold story of the witches of Oz, stars Emmy, Grammy and Tony winning and Oscar®-nominated Cynthia Erivo (“Harriet,” Broadway’s “The Color Purple”) as Elphaba, a young woman, misunderstood because of her unusual green skin, who has yet to discover her true power, and Grammy-winning, multi-platinum recording artist and superstar Ariana Grande as Glinda, a popular young woman, gilded by privilege and ambition, who has yet to discover her true heart. Their adventures in Oz will ultimately see them fulfill their destinies as Glinda the Good and the Wicked Witch of the West.

The film also stars Oscar® winner Michelle Yeoh as Shiz University’s regal headmistress Madame Morrible; Olivier Award winner and Emmy nominee Jonathan Bailey (“Bridgerton,” “Fellow Travelers”) as Fiyero, a roguish and carefree prince; Tony nominee Ethan Slater (Broadway’s “Spongebob Squarepants,” “Fosse/Verdon”) as Boq, an altruistic Munchkin student; Marissa Bode in her feature-film debut as Nessarose, Elphaba’s favored sister; and pop culture icon Jeff Goldblum as the legendary Wizard of Oz.