Clinging to tradition was making it hard for Lexus to relate to their new, younger target audience(M25-35). Rather than move away from this tradition, they leaned into while speaking the language of the times. The Marvel language.

Through a stunning graphic novel distributed at Lexus dealerships, the similarities between Lexus’ brand ethos and Wakandan philosophies (Wakanda: Black Panther’s fictional homeland), were made clear and were used as the backdrop by which Lexus would create their new LC500.

Not only was the Lexus product central and heroic to the story, so was the Lexus brand story. The Takumi Masters (Lexus engineers) worked hand-in-hand with Wakanda’s makers. Both on the same level of technological knowhow and cultural relevance.

Beyond product placement, Lexus placed their brand in a universe that spoke to their desired audience, in an organic way that felt more like an action-adventure than a print ad.