No, Even Lexus Can’t Top the Big-Wheel Memory

  • 1 min read
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Every holiday season Lexus busts out with a campaign featuring some pearl-coloured vehicle with a bow on top. Far from perfect — whose pursuit Lexus claims to champion — it’s mediocre and irritating. Like weathered nativity scenes.

Last night we thought we saw something different. The comfortingly low-fi “Big Wheel” bears the consistency of old home videos or a classic holiday movie. In it, a kid with a new plastic trike faces us and cries, “Stop! What are you doing? You can’t top the big-wheel memory!”

We ruminate on our own ’80s-era big wheels as he reprises us on its merits: the freedom! The wind in your hair!

Then there’s an awkward cut. The kid is a man, and now he’s facing a Lexus — with a bow. And we’re like, “Fuck, this could have been so much better.”

Picture of Steve Hall

Steve Hall

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