Lexus Releases Extended Version of Black Panther Super Bowl Spot
“This spot feels beautifully cinematic from start to finish,” said Mindy Hamilton, Marvel’s Senior V.P. 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.”
“Long Live the King,” directed by Samuel Bayer, incorporates actual footage from the film, including of Letitia Wright as T’Challa’s sister, Shuri, and features many of the film’s stars. 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.
Even the film’s fight choreographer, Jonathan Eusebio, was engaged to stage the spot’s fight scene. It features VFX work by Luma, the studio that created Black Panther’s suit FX for the film. The ad was shot in downtown L.A. using a custom lighting unit.
Also See: Lexus Unveils Super-Cool Black Panther-Inspired LCs
In October, Lexus unveiled a 2018 limited-edition LC Inspiration Series production car available for purchase in Spring 2018, and a custom concept coupe dubbed the Black Panther Inspired LC. In addition, a co-branded Marvel Studios’ Black Panther Lexus TV spot debuted Jan. 22. Lexus’ collaboration with Marvel Studios and the creation of the two spots are being executed by Lexus’ multicultural agency, Walton Isaacson.
This marks the fourth time Lexus has appeared in the Super Bowl. “Long Live the King” follows Lexus’ 2017 Super Bowl ad “Man and Machine,” as well as spots in the 2015 and 2012 games.
