Lexus detailed its Super Bowl plans, releasing a 60-second extended digital version of its ad, which was created in partnership with Marvel Studios’ film Black Panther, which open on Feb. 16. The spot is titled “Long Live the King” and pairs the luxury sedan 2018 Lexus LS 500 F SPORT with the Black Panther, played by Chadwick Boseman. A 30-second version of the ad will air during the third quarter of the Super Bowl. “There is an authentic match between the duality of both the Black Panther and the LS. The spot utilizes the Black Panther’s life as a Super Hero and as royalty to show the two sides of the LS: performance and luxury,” said Cooper Ericksen, Lexus vice president of marketing. “The stars aligned for this Super Bowl spot, with Lexus launching our flagship sedan and audiences primed for Marvel Studios’ highly anticipated release ‘Black Panther.’ Uniting LS with Black Panther on advertising’s biggest stage was an opportunity we couldn’t pass up.”
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