Lexus Is Returning to the Super Bowl, This Time With a Marvel Spin

Toyota-owned luxury carmaker Lexus will return to the Super Bowl on Feb. 4, a company representative confirmed to Adweek. The spot will be tied to the release of Marvel Studios’ new superhero movie, Black Panther, which is slated to hit theaters on Feb. 16.

The company said additional details will be revealed later.

Last year, the automaker aired an energetic, 60-second version of “Man and Machine” during the Big Game. That ad featured freestyle dancer Lil Buck capering around the Lexus LC. The commercial was created in collaboration with Swedish director Jonas Åkerlun, who’s best known for making music videos for artists like Madonna, Iggy Pop, Sigur Rós, Lady Gaga and Beyoncé. In 2015, the brand promoted its Lexus RC 350 with a 30-second Super Bowl ad.

Meanwhile, Toyota said it will be returning to the Super Bowl itself this year after sitting out in 2017. A company representative said Toyota will have two 60-second spots, one focusing on its Winter Olympics sponsorship and the other solely on the brand. The company did not provide any more information.

An NBC spokesperson previously told Adweek that Super Bowl LII ads are being sold for “north of $5 million.”

• For all the latest Super Bowl advertising news—who’s in, who’s out, teasers, full ads and more—check out Adweek’s Super Bowl LII Ad Tracker. And join us on the evening of Feb. 4 for the best in-game coverage of the Super Bowl commercials anywhere.

Lindsay Rittenhouse

@kitten_mouse

Lindsay Rittenhouse is a staff writer at Adweek, where she specializes in covering the world of agencies and their clients.