Lexus released its “An Electric Future” campaign with the help of Walton Isaacson, a digital marketing agency from Culver City, California, revealing its first battery electric vehicle, the RZ 450e.
The 90-second spot is laden with “Black Panther: Wakanda Forever” themes and characters, which shouldn’t be a surprise given the abundance of Lexus cars that appear in the movie. Although it’s Lexus LC 500 Convertible and the Lexus GX that appear throughout the movie, and not RZ, it seems fitting for a Black Panther-themed ad.
In the action-filled spot, General Okoye (portrayed by Danai Gurira) of Marvel Studios and the Dora Milaje, her all-female royal guard, evade a host of villainous pursuers in an explosive car chase directed by Anthony Leonardi III of Bullitt.
“I hope people watch the ad and feel like they are in a great movie,” Leonardi said. “For each Lexus spot, I treat the vehicle like a character, so like a Marvel character, the RZ 450e is the hero. It is the star, and I wanted viewers to feel like they are along for the ride.”
Lexus Vice President of Marketing Vinay Shahani pitched in to remind everyone that this is not the first collaboration between the two. It is, in fact, the company’s third collab with a Marvel Studios property.
"By returning to our successful relationship with Marvel Studios for the highly anticipated sequel to 'Black Panther' we are taking this collaboration to another level," Shahani said. "The technology, creativity, and imagination we encounter in the futuristic nation of Wakanda is a natural fit for the sustainable, global society Lexus envisions with the introduction of our most advanced vehicle ever, the fully-electric RZ 450e, further extending our electrified vehicle portfolio."
"An Electric Future" will feature placements across a variety of media platforms, including digital, advanced TV, broadcast and social channels.
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