Lexus RZ 450e Starring in Marketing Campaign for ‘Black Panther: Wakanda Forever’ (UPDATED)

Lexus’ third collaboration with Marvel Studios stars the RZ 450e in a 90-second video for the upcoming ‘Black Panther: Wakanda Forever’ film.

‘Black Panther: Wakanda Forever’ will hit theaters on November 11. The Lexus LC 500 Convertible and the Lexus GX will both make appearances in the film. The all-new, all-electric 2023 Lexus RZ 450e will not be in the actual film. However, it will be featured in a long-form video to be released prior to the movie. “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,” said Vinay Shahani, Lexus vice president of marketing. “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.”

[UPDATE: Lexus has released the actual video, not just the behind-the-scenes clip, which remains at the bottom of this post.]

The new film is set in the Marvel Cinematic Universe (MCU) with members of Wakanda’s all-female Royal Guard, the Dora Milaje, led by General Okoye (played by Danai Gurira). In the marketing spot we go along for a ride in the RZ 450e as the Marvel heroes evade pursuers. The first-ever battery electric vehicle from Lexus was treated as if it were a Marvel character. It is the perfect choice. In the MCU the Kingdom of Wakanda is known as one of the most technologically advanced nations on earth. And while the RZ 450e does not contain any vibranium it is the most advanced Lexus vehicle ever.

Collaboration Details

The ad creation is being led by Lexus’ agency Walton Isaacson. The commercial was directed by Anthony Leonardi III. He has been involved in both Lexus and Marvel projects in the past. “The power, elegance, and future-forward vision of the Lexus brand aligns perfectly with the Black Panther franchise. We couldn’t be happier to team up with Lexus once again to bring an action-packed story and supporting 360 campaign to life,” said Mindy Hamilton, Senior Vice President of Global Partnership Marketing at The Walt Disney Company.

Director Approach

Leonardi was involved in the Marvel Studios’ ‘Avengers: Endgame’ film as well as the Lexus ‘Parking Spot’ ad in support of Marvel Studios ‘Eternals.’ Having this background helped him develop a vision for this new spot. “I hope people watch the ad and feel like they are in a great movie. 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,” said Leonardi. “I hope viewers feel like they are along for the ride.”

Behind the Scenes

The ad spot will be called ‘An Electric Future’ and will be released on a number of social media platforms. For more information you can click HERE. While you are waiting for the release of the ad you can checkout the video below for a behind-the-scenes look at how this all came together.

Images: Lexus

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Joe Kucinski

Joe has been obsessed with cars since he got his very first Matchbox toy in the ‘70s. In 2003, he found a new obsession in track days that led to obtaining his SCCA competition license in 2015. In 2019, he became a certified driving instructor for the National Auto Sport Association. His love for all things four wheels has never wavered, whether it's driving some of the best cars in the world on the racetrack, tackling 2,000-mile road trips in 2-seat sports cars or being winched off the side of a mountaintop in a Jeep. Writing for the suite of Internet Brands Auto Communities sites, including Rennlist.com, Ford Truck Enthusiasts, 6 Speed and more allows him to share that knowledge and passion with others.