Lexus and ‘Wicked’ Debut ‘OZmazing’ Collaboration

Wicked is everywhere this season, as companies capitalize on the popularity of the upcoming cinematic event. This includes Lexus, which debuted a co-branded, 30-second spot featuring the film’s stars to showcase its TX model.

The spot features Ariana Grande and Cynthia Erivo as Wicked’s Glinda and Elphaba. The most powerful scenes in the film are interspersed with a video of Lexus vehicles on the road. The action is set to the movie’s signature song, “Defying Gravity,” as it’s played on the vehicle’s Lexus Interface. The spot closes with the Wicked-inspired Lexus tagline, “Experience OZmazing.”

The marketing spot headlines a campaign set to appear in a wide range of media outlets. The tagline “Experience OZmazing” will be visible at dealerships, co-branded social content, and Lexus’ sponsorship of the film’s premiere.

Cynthia Tenhouse, vice president of Lexus marketing, explains how the company’s partnership with Lexus is unique: “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. 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 30-second spot airs on Hulu, YouTube, and Linear. It runs from Oct. 21 through Dec. 6, 2024.

‘Wicked’ Products and Collaborations Abound as the Film Readies Its Debut

Lexus isn’t the only company partnering with the film. Target (whose limited-edition Stanley cups sold out within minutes), Walmart, Starbucks, Betty Crocker, It Cosmetics, Funko Pop, Crocks, Loungefly, Vera Bradley, Kohl’s, and JCPenney are also selling merchandise connected to Wicked.

The product tie-ins are endless, including Wicked-themed coffee and matching mugs at Starbucks. The company also features a series of matching tumblers in pink and green, the main colors of the characters of Glinda and Elphaba.

Betty Crocker has dropped two different baking kits. One creates cake pops while the other is a cupcake mix. By adding liquid, customers will see if their batter turns green or pink. There’s also a color-changing mac and cheese product at Walmart.

It Cosmetics has a line of makeup and brushes, Funko Pop created collectibles of the film’s characters, Crocks features pink and green editions of their iconic shoes, and Kohl’s and JCPenney sells clothing tied into the film.

The film Wicked is based on multiple works, including Gregory Maguire’s 1995 novel: Wicked: The Life and Times of the Wicked Witch of the West, the Broadway musical, and original characters from the 1939 film The Wizard of Oz, based on Baum’s 1900 novel. 

Wicked is directed by Jon M. Chu, and co-stars Michelle Yeoh, Jonathan Bailey, Marissa Bode, Ethan Slater, and Jeff Goldblum. The movie makes its theatrical debut on Nov. 22, 2024.