Lexus, one of the most prominent brand backers of the first “Black Panther” movie, is back for the seque — this time using the movie to plug an electric vehicle.
The campaign, called “An Electric Future,” features the 2023 Lexus RZ 450e, the Toyota-owned luxury brand’s first battery electric vehicle. A 90-second ad features members of Wakanda’s all-female Royal Guard, the Dora Milaje, led by General Okoye (played by Danai Gurira). Lexus’ deal with Marvel Studios also includes product placement in the movie, “Black Panther: Wakanda Forever,” which hits theaters Nov. 11. The Lexus LC 500 Convertible and the Lexus GX can be seen in the film.
Lexus is the second Black Panther sponsor to release a movie-themed ad, following Sprite.
The Lexus campaign comes from Walton Isaacson, Lexus’ agency of record for Black, Hispanic and LGBTQ+ audiences. The shop also handled the collaboration with the 2018 original “Black Panther” movie, including a Super Bowl spot.
The new 90-second spot is expected to be released later today. In a behind-the-scenes video, agency, brand and Disney executives talk about how Lexus and Marvel brought it to life. “Representation is huge and this TV spot having such a powerful female cast, all-Black, I can’t wait to see my daughter’s face when she watches this,” said Diori Thomas, creative director of Walton Issacson.
