Stella Artois is no longer the only brand to have released full versions of their Super Bowl 2018 ads. The Super Bowl ads for Lexus, Pringles, Groupon and Febreze have launched (view the last three ads at the bottom of this post).
Lexus’ ad – for the 2018 Lexus LS 500 F Sport – is called Long Live The King, and it takes advantage of the anticipation building for the release of Marvel film, Black Panther, in the second week of February. In the 60-second spot, Chadwick Boseman reprises his title role, King T’Challa (aka Black Panther), performing daredevil stunts that show off the prowess of the Lexus.
As King T’Challa, Bosemen is making history as Marvel Studios’ first ever Black lead in a film and has already broken Marvel Studios’ previous pre-sale box-office records.
Noteworthy, too, is the gender and cultural diversity of the creative team behind Lexus’ Super Bowl work, Walton Isaacson, which the agency is keen to highlight.
The Walton Isaacson Super Bowl team includes Black, Latino, Asian and Caucasian leads – over half of whom are women – including executive producer, Shauna Williams, who is one of very few women of colour to executive produce a Super Bowl spot. This cultural mix was a key factor in the development of the ad.
Walton Isaacson is Lexus’ agency of record for Black, Hispanic and LGBTQ communications.
The agency spearheaded the partnership between Lexus and Marvel Studios and developed a marketing effort that spans Lexus product integration in the Black Panther film; the creation of the graphic novel, Black Panther: Soul of a Machine; a star-studded Comic Con launch event; forthcoming New York Fashion Week activations; and several digital, print, and in-market extensions to support the program.
The Super Bowl spot was directed by Samuel Bayer and features the hit track, Legend Has It from hip-hop duo, Run the Jewels. Its intensely dramatic action sequences were performed by actors and stunt people from the Black Panther movie. Die-hard fans will note the attention to canon detail in the portrayal of Black Panther’s Dora Milaje guards, as well as snippets taken from the film itself.
Based on the agency’s efforts with the Black Panther film integration and unique approach to the Super Bowl spot, Lexus awarded Walton Isaacson the broadcast creative assignment for the launch of the LS 500, the brand’s new flagship sedan, and the most technologically advanced vehicle Lexus has ever made.
“Partnering Lexus and Marvel Studios’ Black Panther was an authentic fit. Both the brand and the film are breaking new ground in terms of advanced technology and cultural leadership,” stated agency co-founder, Aaron Walton.
“While created for all audiences, it is important to recognize that Black Panther is grounded in Black Excellence,” noted Ayiko Broyard, account lead and executive vice president at Walton Isaacson.
“Lexus’ commitment to multicultural audiences is reinforced by their decision to partner with the Black Panther film to connect innovation and technological excellence with cultural excellence, and put it front and center in their Super Bowl messaging.”
Remy Merriex, group account director at Walton Isaacson, added, “At the end of the day, Lexus is looking to change perceptions. With the redesign of the LS 500, it’s changing what people think about the brand. And by partnering with Black Panther, Lexus is elevating the conversation about who and what a hero is.”
Agency: Walton Isaacson
Partners: Aaron Walton & Cory Isaacson
Group Creative Directors: Remy Merriex & Matt Weiner
Associate Creative Directors: Diori Thomas, Michael Craighead & Nick Kamei
Art Director: Carlo Reyes
Executive Producers: Shauna Williams & Elsa Rubalcava
Executive Vice President & Group Account Director: Ayiko Broyard
Account Director: Mike Marinero
Director Project Management: Karen Kohn
Music Supervisor: Andrew Logan
Business Affairs Manager: Angel Cielo
Broadcast Traffic Manager: Lesley Howser
Production Company: Supply & Demand
Director: Samuel Bayer
Executive Producer & Founder: Tim Case
Executive Producer & Managing Director: Jeff Scruton
Head of Production: Nathan De La Rionda
Producer: Dave Kemp
Editing: Adam Pertofsky @ Rock Paper Scissors
Producer: Dre Krichevsky
Assistant Editor: Derrick Monks/Marjorie Sacks
Executive Producer: Rana’ Martin
Post production: Method Studios LA
VFX: Luma Pictures
Sound:Scott Burns @ Juice Studios
Here are the other Super Bowl ads so far: