In a powerful fusion of storytelling, innovation, and cultural resonance, Mediaplacement is proud to unveil the latest co-branded campaign between our client Lexus and Universal Pictures’ Wicked: For Good — an inspiring, emotionally rich spot titled “Magic in the Air.”
Timed to the release of Wicked: Part One, this campaign marks a continued partnership between Lexus and Universal Pictures, leveraging the shared themes of transformation, legacy, and imagination. At the heart of the new creative is director Jon M. Chu, who not only helms the film but also stars in the campaign alongside his family. Together, they take a ride in the all-new 2025 Lexus LX, with the iconic Wicked anthem “For Good” playing through the Lexus Interface — blending the cinematic with the personal in a truly “OZmazing” moment.
Mediaplacement led the strategy and execution of the Lexus product placement partnership, aligning its’ brand values with the emotional arc of Wicked: For Good. From securing talent to overseeing creative development and ensuring seamless brand integration across channels, our team crafted a campaign that brings depth and heart to a global brand collaboration.
The result is a celebration of meaningful storytelling and authentic connection, delivered through the lens of luxury automotive innovation.
Key Campaign Highlights:
- Creative Brand Integration: A narrative-driven spot starring Jon M. Chu and family, set to “For Good”, a central anthem from the film.
- Product Placement: Seamless incorporation of the 2025 Lexus LX, showcasing Lexus Interface technology and vehicle design.
- Cross-Platform Activation: The campaign spans digital, broadcast, and theatrical placements, engaging both Lexus and Wicked audiences.
- Cultural Relevance: Builds on the success of previous Lexus x Wicked collaborations, reinforcing Lexus’ presence in entertainment and pop culture.
As an agency, we’re proud to help Lexus tell stories that resonate not just with drivers, but with dreamers. Because when brand and story align, the results can be truly magical.
Wicked opens in theaters nationwide on November 21.
