The Men in Black have returned to continue the mission they began in the 1990s to protect the Earth from the scum of the universe. To make sure they are ready for action (and to complement their style panache) Lexus has equipped the agents with a fleet of cars. The RC F sports is one of the stars of Sony Pictures’ Men in Black: International. It’s able to transform into a jet. Its siblings, RX Hybrid and LX SUVs, have been given cameo roles.

Sadly, in real life, Lexus cars don’t transform into jets, but the Lexus flagship car, LC 500h, has some impressively high-tech hybrid features. Lexus’ agency of record, The&Partnership, is making sure that people know about these in a humorous MIB black behind-the-scenes digital content series, a promotional partnership between Lexus and Sony Pictures’ Men in Black: International.

“The MIB franchise gave us a great opportunity to show exciting new products and talk about our own high- tech gear in a fun and engaging way,” stated Spiros Fotinos, global head of brand management & marketing, Lexus International.

Jeffrey Godsick, EVP, brand management and global partnerships, Sony Pictures Motion Picture Group, added, “We sought an automotive partner that would complement the iconic style of the Men in Black Universe. Lexus provides the perfect fleet of stylish, high-tech vehicles for our team of Men in Black agents as they protect the galaxy.”

Sounds easy, but a parody of a parody is a complex idea.

“This was a tricky brief. We had to tell the audience all about the great features that the LC has, while retaining the humour of the franchise. Who better to do that than director Danny Kleinman,” stated Dave Bedwood, creative partner, The&Partnership.

The Rattling Stick comedy director even makes a Hitchcock-esque performance in the TV spots, playing the role onscreen of the director. Kleinman has long been associated with humour and has won many awards for his comedy work, most notably with classic campaigns for John Smith’s starring Peter Kay, his PG Tips ads starring Johnny Vegas and campaigns for Boddington’s starring Melanie Sykes. He has also directed the title sequences for the last seven James Bond films.

“The concept of blurring what’s real and what isn’t was fun and actually very appropriate,” Kleinman commented. “Two great brands: Men in Black and Lexus, equally supported by the clever writing of Helen Rogerson and team – creating these spots with them was marvellous, despite the odd challenge. I particularly like the off-camera director VO – hilarious.”

Credits:

Agency: The&Partnership London
Executive Creative Directors: Yan Elliott & Micky Tudor
Creative Director: Dave Bedwood
Creative: Helen Rogerson
Head of Production: Charles Crisp
Producer: Anthony Borkett

Business Director: Benedict Pringle
Account Director: Sophie Holt
Account Manager: Sarah Firmston-Williams

https://youtu.be/XKT3jQSKXFM

Production Company: Rattling Stick
Director: Daniel Kleinman
Executive Producer: Johnnie Frankel
Producer: Stuart Bentham
Production Manager: Katy Smith

Production Assistant: Rob Rogan
DoP: Stephen Keith-Roach
Art Director: John Ebden
Costume Designer: Verity Hawkes

Editing: Eve Ashwell @ The Assembly Rooms
Post Production: Framestore VFX

Supervisor: Ben Cronin

Colourist: Steffan Perry

Producer: Christopher Gray
Sound Design: Sam Robson @ 750 MPH

Client: Lexus
Global Head of Brand & Marketing: Spiros Fotinos
Senior Manager: Yoko Okazawa
Brand Manager: Landy Joe