Toyota-owned Lexus dropped an extended version of its action-packed Super Bowl LII ad, “Long Live the King,” today, showcasing both the 2018 Lexus LS 500 and the upcoming Marvel Studios superhero film, Black Panther, set to hit theaters on Feb. 16.
In it, we see King T’Challa (the Black Panther, aka actor Chadwick Boseman) kicking villain ass and doing some crazy stunts (including diving from the top of some sort of scaffolding through the sunroof of the luxury sports car), as he races to a world leadership conference. He makes it in the nick of time appearing calm, cool and collected. Phew.
That’s all packed in to the 60-second spot (below), created by Lexus’ multicultural agency, Walton Isaacson. A 30-second version of the ad will appear during the third quarter of the Big Game on Feb. 4.
“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 superhero and as royalty to show the two sides of the LS: performance and luxury,” Cooper Ericksen, Lexus vice president of marketing, said in a statement. “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 commercial was filmed in Los Angeles and directed by Samuel Bayer. It includes actual footage from the film and several of Black Panther’s actors. Featured, too, is the song “Legend Has It,” off hip-hop group Run the Jewels’ third studio album.
The Super Bowl LII spot is part of a larger partnership Lexus has with Black Panther, which included an exclusive movie-themed after-hours party at Comic-Con International in San Diego last July. It also marks the fourth time Lexus has made an appearance in the Super Bowl, following last year’s “Man and Machine” and spots in 2012 and 2015.
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