In a challenging era for car sales, sometimes you need a team of superheroes to help get the metal off the lot. Lexus, the luxury-auto unit of Toyota, is joining with the Marvel band of altruistic …
as Kingo, an Eternal who can blast cosmic energy from his hands, will start to surface Monday. The movie, simply titled “Eternals,” is expected to debut November 5.
In a 30-second vignette likely to show up on Facebook, Instagram, Twitter, Tik Tok and other venues, Nanjiani’s Kingo races in a new Lexus IS 500 sports sedan to join his comrades in battle, but faces a more immediate challenge: finding a parking spot. Actor Gaius Charles provides a new overall narrating voice for the company.
The Lexus work will also appear on cable, particularly during coverage of college football, NHL games and soccer, but Shahani says the campaign is tilted toward digital media. Lexus spent approximately $354.8 million on traditional advertising in 2020, according to Kantar, a tracker of ad spending. The campaign will no doubt offer some cheer to mainstream media companies, many of which have been concerned about the state of auto advertising as countries around the globe try to emerge from the coronavirus pandemic. In 2020, the auto industry faced higher overall costs due to supply issues, chip shortages and surges in the price of raw materials and shipping. Now, eMarketer calls for auto industry spending on digital marketing to surge 20.5% to nearly $15 billion.
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