For the fourth time since 2012, Lexus will broadcast a commercial during the Super Bowl. This year, the annual final of the National Football League will be held on Sunday 4 February and is America’s most sought-after advertising slot, capturing the attention of more than 110 million viewers.
The advert (extended version above) was created in collaboration with Marvel Studios as part of its association with the forthcoming Black Panther blockbuster, which is due for cinema release in the United States on 16 February. Entitled Long Live the King, the high-energy commercial pairs the new 2018 Lexus LS with the character of T’Challa in his role as the Black Panther superhero. The Lexus LC also features in a cameo appearance.
“There is an authentic match between the duality of both the Black Panther and the LS,” commented Cooper Ericksen, Lexus vice president of marketing. “The [advert] utilises the Black Panther’s life as a superhero and as royalty to show the two sides of the LS: performance and luxury.”
“This spot feels beautifully cinematic from start to finish,” continued 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.”
Fast fact: The soundtrack to the advert is the song Legend Has It by Run the Jewels.
Fast fact: The 52nd Super Bowl is between the Philadelphia Eagles and the New England Patriots, and will be broadcast live on the BBC or via a subscription service on Sky Sports.