Lexus is launching a campaign playing up its connection to “Valerian and the City of a Thousand Planets,” set to hit theaters on July 21.
The effort includes two TV/digital spots and a featurette that gives the most in-depth look to-date at the Lexus-imagined Skyjet, designed in collaboration with the Valerian creative team.
In the 93-second featurette, consumers get a behind-the-scenes look at the “Making of the Skyjet,” including on-set footage and interviews with Valerian lead actor Dane DeHaan, executive producer Virginie Besson-Sillas and Valerian and Lexus designers.
Beginning June 22, a 30-second spot will run on cable and on a Times Square digital billboard, while an extended version of the spot will run on digital and social channels. The spot playfully suggests the vehicle will be “available in 2740 at your Lexus dealer.”
The Skyjet is a single-seat pursuit craft created in partnership with film studio EuropaCorp. Inspired by the film’s futuristic storyline, the custom ad demonstrates how Lexus envisions performance, style and innovation 700 years from now.
“Helping design and build the Skyjet allowed us to imagine mobility 700 years in the future and showcase some amazing Lexus ideas,” said Spiros Fotinos, global head of brand management and marketing at Lexus International, in a release. “This new content adds to the excitement surrounding the film’s debut, and we’re pleased to be part of this incredible and ambitious project.”
The SkyJet isn't Lexus's first movie vehicle. The brand was previously featured on a 2054 model-year car driven by Tom Cruise's character in Minority Report back in 2004.