{"id":210402,"date":"2021-10-19T08:30:00","date_gmt":"2021-10-19T12:30:00","guid":{"rendered":"https:\/\/www.thedetroitbureau.com\/?p=210402"},"modified":"2021-10-19T08:06:29","modified_gmt":"2021-10-19T12:06:29","slug":"marvel-and-lexus-team-up-on-the-film-the-eternals","status":"publish","type":"post","link":"https:\/\/thedetroitbureau.com\/2021\/10\/marvel-and-lexus-team-up-on-the-film-the-eternals\/","title":{"rendered":"Marvel and Lexus Team Up On The Film “The Eternals”"},"content":{"rendered":"\n
\"\"
Ikaris, the leader of “The Eternals,” drives a Lexus LS. The new movie give Lexus a marketing vehicle focusing solely on its brand.<\/figcaption><\/figure><\/div>\n\n\n\n

Lexus and Marvel Studios are\u00a0once again teaming up<\/a><\/strong>\u00a0in a marketing exercise meant to draw attention to Marvel\u2019s newest film, \u201cThe Eternals,\u201d while also lending pop cultural hipness to the Lexus line-up. <\/p>\n\n\n\n

The two companies first teamed up on Marvel\u2019s\u00a0original Black Panther film<\/a><\/strong>.<\/p>\n\n\n\n

\u201cWe\u2019re thrilled to be teaming up with Lexus once again,\u201d said Mindy Hamilton, SVP, Global Partnership Marketing at Marvel Studios. \u201cThese Eternals-inspired vehicles show that exciting collaborative storytelling can extend even beyond traditional media.\u201d<\/p>\n\n\n\n

Directed by the Russo Brothers<\/a><\/strong> and starring Kumail Nanjiani<\/a><\/strong>, the film is based on the 1970s comic book series created, written and drawn by the late Jack Kirby<\/a><\/strong>. The Russo Brothers are known for their previous Marvel films: Captain America: The Winter Soldier<\/a> <\/strong>(2014), Captain America: Civil War<\/a><\/strong> (2016), Avengers: Infinity War<\/a> <\/strong>(2018), and Avengers: Endgame<\/a><\/strong> (2019).<\/p>\n\n\n\n

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A comic book panel from Jack Kirby’s “The Eternals.” (Marvel Comics)<\/figcaption><\/figure><\/div>\n\n\n\n

Marvel and Lexus already gave fans a taste of the forthcoming movie in a YouTube video called \u201cParking Spot<\/a><\/strong>,\u201d starring Nanjiani and the V-8-powered IS 500 F-Sport.\u00a0<\/p>\n\n\n\n

A cosmic concept from a comic industry legend<\/h2>\n\n\n\n

Jack Kirby\u2019s career dates to the birth of the comic book industry, having created scores of super heroes for scores of publishers. He co-created Captain America with Joe Simon in 1940, and the rest of the Marvel comics line with Stan Lee in the 1960s. He alone created \u201cThe Eternals\u201d in 1976, which lasted for just 19 issues before being cancelled.\u00a0<\/p>\n\n\n\n

The series centers on two species who share ancestry with humans until interstellar space gods known as the Celestials visit Earth to spur evolution a couple million years ago. They beget a race known as the Eternals, immortals possessing super powers and their counterparts the Deviants, born with unstable genetics. <\/p>\n\n\n\n

Worshipped as gods, the Eternals leave Earth after fighting with Greek, Roman and Norse gods. The Celestials are about to revisit Earth for the fourth time to see how their experiment is going and deliver their final judgement. The Eternals return to prevent the Deviants from destroying the Celestials, and prevent the Celestials from unleashing their fury on Earth.<\/p>\n\n\n\n

The series was revived and expanded after Kirby\u2019s death in 1994.<\/p>\n\n\n\n

Pairing characters with cars<\/h2>\n\n\n\n
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Agelina Jolie drives this sensuous Lexus LC 500 in the movie.<\/figcaption><\/figure><\/div>\n\n\n\n

When pairing vehicles with the movie\u2019s characters, Lexus custom-wrapped each one with designs inspired by each character\u2019s armor, and their stature. So it\u2019s not surprising that The Eternal\u2019s technical leader, Ikaris, played by\u00a0Richard Madden<\/a><\/strong>, gets a Lexus LS. <\/p>\n\n\n\n

Similarly, Thena, played by\u00a0Angelina Jolie<\/a><\/strong>, gets a similarly sensuous Lexus LC 500. Her de-facto partner Gilgamesh, played by\u00a0Don Lee<\/a><\/strong>, is the strongest of The Eternals and pilots the strongest Lexus SUV, the LX. <\/p>\n\n\n\n

Other pairings include Ajak, played by\u00a0Salma Hayek<\/a><\/strong>, leader of the Polar Eternals, paired with the Lexus GX. The rebellious Druig, played by\u00a0Barry Keoghan<\/a><\/strong>, also gets a GX, while samurai master Kingo, played by Kumail Nanjiani, is paired with the Lexus IS 500, as seen in the YouTube spot. The fastest Eternal, Makkari, played by\u00a0Lauren Ridloff<\/a><\/strong>, drives the quickest Lexus, the RC-F Track Edition. <\/p>\n\n\n\n

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Makkari, The Eternals’ fastest member, gets Lexus’ fastest car, the RC-F Track Edition. (lexus image)<\/figcaption><\/figure><\/div>\n\n\n\n

Technological guru Phastos, played by\u00a0Brian Tyree Henry<\/a><\/strong>, receives a technologically-laden Lexus LX. Sersi, manipulator of molecules and one of the film\u2019s most powerful characters, gets a Lexus RC-F. She is played by\u00a0Gemma Chan<\/a><\/strong>. Finally, Sprite, played by\u00a0Lia McHugh<\/a><\/strong>, whose power of self-transformation is allegedly mirrored in the Lexus NX.<\/p>\n\n\n\n

What Lexus reaps from the movie<\/h2>\n\n\n\n

It\u2019s a stretch to think seeing a character drive a car in a movie is enough to propel sales. But their presence does maintain awareness of the brand in a space that doesn\u2019t compete with other corporate advertising, a problem when sponsoring something like sporting events.\u00a0<\/p>\n\n\n\n

\u201cWe\u2019re excited to bring the \u2018Eternals\u2019 partnership to life through these custom-wrapped Lexus vehicles,\u201d said Vinay Shahani, Lexus vice president of marketing. \u201cJust as each Eternals character has a distinct style and set of capabilities, so does each character-themed Lexus.\u201d<\/p>\n\n\n\n

So, who gets the Lexus ES or RX? Hmmmmm?<\/p>\n","protected":false},"excerpt":{"rendered":"

Look for Lexus vehicles in Marvel Studio\u2019s newest film, \u201cThe Eternals.\u201d But what does Lexus get from from it? TheDetroitBureau.com has the answer.<\/p>\n","protected":false},"author":13752,"featured_media":210400,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_mo_disable_npp":"","footnotes":""},"categories":[7,8,5,1608],"tags":[3133,3138,3135,1576,3136,3137,3132,3140,3139,3134],"make":[75],"post-state":[],"category_old":[],"acf":[],"_links":{"self":[{"href":"https:\/\/thedetroitbureau.com\/wp-json\/wp\/v2\/posts\/210402"}],"collection":[{"href":"https:\/\/thedetroitbureau.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/thedetroitbureau.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/thedetroitbureau.com\/wp-json\/wp\/v2\/users\/13752"}],"replies":[{"embeddable":true,"href":"https:\/\/thedetroitbureau.com\/wp-json\/wp\/v2\/comments?post=210402"}],"version-history":[{"count":6,"href":"https:\/\/thedetroitbureau.com\/wp-json\/wp\/v2\/posts\/210402\/revisions"}],"predecessor-version":[{"id":210415,"href":"https:\/\/thedetroitbureau.com\/wp-json\/wp\/v2\/posts\/210402\/revisions\/210415"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/thedetroitbureau.com\/wp-json\/wp\/v2\/media\/210400"}],"wp:attachment":[{"href":"https:\/\/thedetroitbureau.com\/wp-json\/wp\/v2\/media?parent=210402"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/thedetroitbureau.com\/wp-json\/wp\/v2\/categories?post=210402"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/thedetroitbureau.com\/wp-json\/wp\/v2\/tags?post=210402"},{"taxonomy":"make","embeddable":true,"href":"https:\/\/thedetroitbureau.com\/wp-json\/wp\/v2\/make?post=210402"},{"taxonomy":"post-state","embeddable":true,"href":"https:\/\/thedetroitbureau.com\/wp-json\/wp\/v2\/post-state?post=210402"},{"taxonomy":"category_old","embeddable":true,"href":"https:\/\/thedetroitbureau.com\/wp-json\/wp\/v2\/category_old?post=210402"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}