Each “Eternals” character gets their own luxury wrap.
Lexus is stepping deeper into the heart of the Marvel Cinematic Universe as Phase 4 of the comic book series begins. The Japanese brand made a big splash a few years ago with its then new Lexus LC coupe in Black Panther, and it looks like the company is going to own the next Marvel epic called The Eternals.
Earlier this month we saw Kingo, played by Kumail Nanjiani, in a Lexus IS 500 tearing through the streets on his way to some galactic battle, looking for a place to park. Now Lexus has revealed ten character-themed vehicles spanning its entire lineup.
“We’re excited to bring the ‘Eternals’ partnership to life through these custom-wrapped Lexus vehicles,” said Vinay Shahani, Lexus vice president of marketing. “Just as each Eternals character has a distinct style and set of capabilities, so does each character-themed Lexus.”
Ajak, played by Salma Hayek, and Druig, played by Barry Keoghan, are both represented by GXs. Gilgamesh, the strongest Eternal, played by Don Lee, gets an LX. Kingo gets the IS 500 as in the commercial. Ikaris, played by Richard Madden, is the leader and drives an LS sedan. For Makkari, the fastest Eternal, played by Lauren Ridloff, an RC F Track Edition. Phastos the technical guru, played by Brian Tyree Henry, gets a Lexus LX. Sersi, played by Gemma Chan has a Lexus RC F. Sprite, played by Lia McHugh, has an NX and Angelina Jolie, the biggest name joining the franchise, gets an inspired LC 500.
“After so successfully telling a co-branded story on the original Black Panther film, we’re thrilled to be teaming up with Lexus once again. Combined with our custom spot directed by the Russo Brothers and starring Kumail Nanjiani in-character as Kingo, these Eternals-inspired vehicles show that exciting collaborative storytelling can extend even beyond traditional media,” said Mindy Hamilton, SVP, global partnership marketing at Marvel Studios.
Each Lexus gets a unique “armor” design to go along with the character, as well as golden lights emanating from the grille and underbodies. These specially wrapped vehicles won’t be for sale, but will premiere at various events, according to Lexus, including the world premiere. The Eternals comes out in theaters on November 5.