Topping off a year of high growth that saw owner Toyota surpass GM as the top automaker in the US, Lexus has teamed with Lionsgate to release a new co-branded spot promoting its NX SUV alongside the new sci-fi action film Moonfall.
Lexus has partnered up with Lionsgate to promote the new 2022 Lexus NX — positioning it as the luxury crossover best-suited to take on apocalyptic challenges like those depicted in the forthcoming sci-fi thriller Moonfall.
Directed and co-written by Roland Emmerich — who’s helmed blockbusters such as Independence Day, Godzilla and The Day After Tomorrow — the film depicts a world in which the moon has mysteriously fallen out of its orbit and civilization is facing imminent demise. With starring roles by Halle Berry, Patrick Wilson and John Bradley, Moonfall’s protagonists attempt to intervene and save humanity. The 2022 Lexus NX is featured throughout the film, most notably in an action scene where Sonny, played by Charlie Plummer, handles the vehicle deftly through an intense action scene. The NX also gets airtime in the film’s official trailer, where it’s shown flying from one disintegrating piece of earth to another in an apocalyptic scene.
However, the product placements don’t stop there. Lexus is Lionsgate’s official automotive partner; part of the perks of the deal include various branding opportunities. In fact, actor Michael Peña plays a Lexus dealer in Moonfall; there’s an entire scene shot at a Lexus dealership. Plus, the NX isn’t the only star — the Lexus GX 460 SUV also makes an appearance in the flick as a government vehicle. It’s worth noting that, with a $140m budget, Moonfall is billed as among the most-pricey independent films ever made. Its release is slated for February 4.
In the new, co-branded 30-second spot “Enjoy the Ride,” brought to life by Lionsgate’s in-house creatives, viewers get fresh shots of the 2022 Lexus NX interwoven with high-intensity clips from Moonfall. The effect is an urgent, energy-packed endorsement of both the new film and the NX’s performance capabilities.
"Film integrations are an important part of our campaign strategy as they afford us the opportunity to build a relationship between our products and consumers in more exciting and innovative ways," Mia Phillips, senior manager of Lexus Advertising, tells The Drum. "The Moonfall partnership is our latest endeavor to engage an expansive audience in an amazing introduction to the Lexus brand and, in this case, the all-new NX."
The campaign will roll out across video, social and digital channels and includes partnerships with major media outlets including YouTube, The Verge, Reddit, Roku and IMDb.
The effort aims to help the brand maintain its high momentum; Toyota, which owns Lexus, surpassed GM as the top automaker in the US in 2021. Lexus sales last year were especially high, with the brand’s electric vehicle sales soaring 24.6% year-over-year. Brand collaborations like the new Moonfall initiative are only likely to spur further growth.