When two iconic brands come together, the result can be nothing short of magical. This year, Wicked has become one of the most talked-about films, and Lexus partnered with Universal Pictures to create a campaign that embraced the Spirit of Oz in every detail. From the outset, Lexus’s “Experience Amazing” mindset drove the vision — a 360° marketing program that included a co-branded spot and an original featurette starring the film’s director, Jon M. Chu, highlighting his journey from Broadway to the big screen.
The collaboration unfolded across a mix of paid and organic social content, bringing Lexus vehicles into the world of Wicked alongside authentic props from the film. What made this partnership truly stand out was how naturally the brand values aligned — without needing on-screen product placement within the movie itself. Instead, the film’s own themes of integrity, equality, and empowerment echoed Lexus’s brand DNA, making the integration feel both seamless and genuine.
At Mediaplacement, we were honored to act as a conduit between Lexus and Universal Pictures, helping to ensure the right connections were made, milestones were met, and creative momentum stayed on track. While our role was a focused one, it was essential to helping this campaign soar beyond expectations. We take pride in being the kind of partner who can recognize potential early and support the creative and logistical efforts that make these opportunities possible.
The Lexus x Wicked campaign is a perfect example of how strategic brand integration and partnership marketing can create cultural resonance without compromising authenticity. By aligning storytelling, brand values, and audience passion, campaigns like this prove that great marketing isn’t about forcing a fit — it’s about finding a natural harmony that feels, well… magical.
