Lexus was ramping up two areas critical to growth and sustained leadership: technological innovation and outreach to a younger, more diverse demographic, including Black consumers known for trendsetting and influence.
Prior to the release of “Black Panther,” Walter Isaacson proposed Lexus not only engage in this once-in-a-marketing-life-time brand integration, but also lean in to everything the film stood for from a cultural perspective.
It sought to make consumers believe “Lexus is redefining prestige and that new prestige reflects who I am,” to give cultural credibility to Lexus’s “Experience Amazing” positioning, and to halo Black influencer status across all audiences.
On Super Bowl Sunday 2018, an original “Black Panther”/Lexus LS 500 spot ran.
Think beyond product placement and engage culture in an authentic way.
Bring together product and audience to lend cultural credibility.