–Susan Perera, Attorney
Christmas came and went, and here in Minnesota it was a bit brown and depressing looking outside. If only it would snow…
However, if you listen carefully you might hear it… no, it’s not the reindeer, but maybe some “listen for” advertising?
This holiday season I’ve seen a few too many Lexus commercials that sound to me like “listen for” advertising for a possible sound mark. At least four variations of this commercial came out this holiday season.
On multiple occasions we have discussed “look for” advertising as a means for creating a connection between your non-traditional trademark and a particular good or service, and these ads seem to be a modification of that idea.
Even LexusVehicles, who uploaded this video to YouTube wrote: “when you hear that song, you know it’s time for the Lexus December to Remember.” I haven’t located any federal applications for a sound mark by Lexus, but we’ll see what the new year brings.
View some of the other versions after the jump.