Marvel’s Black Panther hitches a ride on a Lexus in Super Bowl slot

Marvel’s first African superhero is set to come to the big screen and Lexus, which has placements within the film, is using the tie-up to generate some buzz around the Super Bowl.

The slot, Long Live the King, shows off the 2018 Lexus LS 500 F Sport in all its glory with the enigmatic hero dangling from the roof for much of the action.

Lexus marketing vice president Cooper Ericksen told Ad Age that the ad from Walton Isaacson is looking to open up the brand to a wider audience than it has previously catered for.

In particular with the Marvel tie-up, the company is in pursuit of younger buyers, making use of the charismatic Chadwick Boseman as T’Challa to up the Lexus cool factor.

The movie hits cinemas 16 February. A 30 second cut of the ad will run during the big game.

Vote for the ad below in The Drum's Creative Works.

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