Lexus has a new commercial featuring a child talking about the best Christmas present ever: the Big Wheel. To me this commercial works because it connects with emotions.  (Obviously not all agree - see here.) People buy based on emotion - and rationalize the purchase later (or not which brings buyer’s remorse).  This Big Wheel commercial is part of a series that includes the Atari for Christmas and the pony for the girl. (I thought the pony one was garbage, but I can relate to the Big Wheel and the Atari as great Christmas gifts).