Revisting Lexus’s Epic Collaboration with Marvel’s Panther
As we cast our minds , we’re reminded of the iconic collaboration between Lexus and Marvel Studios’ “Black Panther” in 2018. The partnership sparked a brilliant Super Bowl spot, showcasing the Lexus LS 500 F SPORT alongside Chadwick Boseman’s captivating portrayal as Black Panther. The advert, titled “Long Live the King,” is a testament to the power of strategic marketing alliances. This post is not just about reminiscing but also about appreciating the enduring impact of this advertising masterpiece and how it continues to inspire similar collaborations up to this day.
Spotlight on the Super Bowl Spot
Lexus once again made its mark on advertising’s biggest day of the year with a commercial in Super Bowl LII. The brand released a 60-second extended digital version of the ad, created in partnership with Marvel Studios’ highly anticipated film “Black Panther,” which opened in U.S. theaters in February 2018. The spot, “Long Live the King,” paired the flagship luxury performance sedan 2018 Lexus LS 500 F SPORT with Black Panther, played by Chadwick Boseman. A 30-second version of the ad aired during the third quarter of the Super Bowl.
The Narrative behind “Long Live the King”
The high-impact story in “Long Live the King” revolved the character of T’Challa in his role as Black Panther recovering stolen vibranium, the mythical ore found only in the Black Panther’s home of Wakanda, and his nearly simultaneous need to represent his country as king at a world leadership conference. The Lexus LS 500 F SPORT was portrayed as the only vehicle both powerful and luxurious enough to keep pace with a Super Hero and escort a king. With appearances by the country’s elite bodyguards, the Dora Milaje, and unexpected help from Wakanda, “Long Live the King” aimed to engage fans of the Super Bowl and “Black Panther” alike.
Lexus and the Black Panther: A Match Made in Advertising Heaven
“There is an authentic match between the duality of both the Black Panther and the LS. The spot utilizes the Black Panther’s life as a Super Hero and as royalty to show the two sides of the LS: performance and luxury,” said Cooper Ericksen, Lexus vice president of marketing. “The stars aligned for this Super Bowl spot, with Lexus launching our flagship sedan and audiences primed for Marvel Studios’ highly anticipated release ‘Black Panther.’ Uniting LS with Black Panther on advertising’s biggest stage was an opportunity we couldn’t pass up.”
The Soundtrack to Success
The song “Legend Has It” by Run the Jewels, with its driving beats and “step into the spotlight” lyric, provided the perfect soundtrack for the action as the Black Panther and the LS 500 F SPORT made their thrilling debuts. The song, also used in the first trailer for the film, is from the “Run the Jewels 3,” which debuted at # 1 on Billboard’s Top R&B/Hip-Hop Albums chart for the physical release.
Creating Something Unforgettable
“This spot feels beautifully cinematic from start to finish,” said Mindy Hamilton, Marvel’s senior vice president of global partnerships and marketing. “With a character as important as Black Panther and a brand as iconic as Lexus, we knew that we had to rise to the occasion by creating something unforgettable. It’s a climactic moment for all of us as we come together to celebrate this wonderful collaboration and enjoy the big game.”
Behind the Scenes
“Long Live the King,” directed by Samuel Bayer, incorporates actual footage from the film and features many of the film’s actors. The ad was shot using only original costumes and gear from the film, including the Black Panther/King T’Challa outfits, Dora Milaje battle suits and vibranium canisters. It features VFX work by Luma, the studio who created Black Panther’s suit FX for the film. The ad was shot in downtown L.A. at night using a custom lighting unit.
More than Just a Spot
The Super Bowl spot is part of a robust collaboration between Lexus and Marvel Studios’ “Black Panther.” It includes the exclusive “Black Panther”-themed event at Comic-Con International: San Diego -hours in July 2017, and an original graphic novel created with Marvel Custom Solutions titled “Black Panther: Soul of a Machine” introduced at Comic-Con. The entire graphic novel is to read now online.
Lexus’s History in the Super Bowl
This marked the fourth time Lexus appeared in the Super Bowl. “Long Live the King” followed Lexus’ 2017 Super Bowl ad “Man and Machine,” as well as spots in the 2015 and 2012 games.
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