Lexus RZ 450e to appear alongside ‘Black Panther: Wakanda Forever’ actress in new ad

Lexus announced that the RZ 450e will star alongside Black Panther: Wakanda Forever star Danai Gurira in a marketing campaign for the brand’s first-ever battery electric vehicle dubbed "An Electric Future."

The marketing campaign marks Lexus’ third collaboration with a Marvel Studios property ahead of the release of Marvel Studios’ Black Panther: Wakanda Forever, which will be in theaters starting November 11.

While the Lexus LC 500 Convertible and the Lexus GX make appearances in the actual film, the 90-second collaboration video takes viewers on an exhilarating ride in the first-ever Lexus RZ 450e. Set in the Marvel Cinematic Universe with members of Wakanda’s all-female Royal Guard, the Dora Milaje, led by General Okoye the audience follows the elite trio as they nimbly navigate pursuers in the Lexus RZ — a luxurious, technologically advanced vehicle fit for everyone.

“By returning to our successful relationship with Marvel Studios for the highly anticipated sequel to Black Panther we are taking this collaboration to another level. The technology, creativity, and imagination we encounter in the futuristic nation of Wakanda is a natural fit for the sustainable, global society Lexus envisions with the introduction of our most advanced vehicle ever, the fully-electric RZ 450e, further extending our electrified vehicle portfolio,” said Lexus Marketing Vice President Vinay Shahani.

“The power, elegance, and future-forward vision of the Lexus brand aligns perfectly with the Black Panther franchise. We couldn’t be happier to team up with Lexus once again to bring an action-packed story and supporting 360 campaign to life,” commented The Walt Disney Company Senior Vice President of Global Partnership Marketing Mindy Hamilton.

Lexus’ collaboration with Marvel Studios and the ad creation is being led by Lexus’ agency of record for Black, Hispanic, and LGBTQ+ audiences, Walton Isaacson. The commercial was directed by Anthony Leonardi III, an award-winning, fourth-generation filmmaker who is no stranger to Marvel or Lexus having been involved with Marvel Studios’ Avengers: Endgame and the Lexus Parking Spot ad in support of Marvel Studios Eternals.

“I hope people watch the ad and feel like they are in a great movie. For each Lexus spot, I treat the vehicle like a character, so like a Marvel character, the RZ 450e is the hero. It is the star,” said Leonardi. “I hope viewers feel like they are along for the ride.”

An Electric Future will be featured in an integrated marketing campaign, with placements across a variety of media platforms including broadcast, digital, advanced television (TV), and social channels. The campaign will also be supported through several noteworthy media partnerships.

Photos from Lexus 

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