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.