Search form

Lexus Taps Framestore and ‘Eternals’ Kingo for New Lexus Commercial

Kumail Nanjiani gets the keys in the 2-minute ‘Parking Spot’ advert, as the superhero from the upcoming MCU feature faces a real-life problem: safely parking his brand-new car when he heads downtown for work.

Finding a ‘Parking Spot’ is never easy, especially when you have a brand-new Lexus, there’s nowhere to park, and you are trying to save the world! Cut to Oscar-winning visual effects company Framestore, recently tapped by Lexus to create a VFX and CG heavy promotional spot for its new Lexus IS 500 F SPORT Performance Line. The spot stars Kumail Nanjiani as Kingo, a superhero from Marvel Studios’ upcoming Eternals, coming to theaters November 5.

The new commercial, a two-minute piece entitled Parking Spot, finds our hero, Kingo, with a very human dilemma - before he can join the epic superhero battle happening downtown, he has to find a safe parking spot for his new Lexus IS 500 F SPORT. What’s a superhero to do?

“There’s a natural synergy between Marvel Studios and Lexus,” commented Lexus VP of marketing Vinay Shahani. “We both go all-in to deliver amazing experiences. We’re incredibly excited to team up with Marvel Studios’ Eternals to showcase our very own superhero, the first-ever V8 IS 500, which ushers in a new Lexus F SPORT Performance Line.”

To achieve the level of VFX viewers expect from the Marvel Cinematic Universe, Framestore tapped the directing duo (...and brothers) Anthony and Joe Russo to helm the project. The Russo brothers have directed four Marvel Cinematic Universe movies, including one of the highest-grossing films of all time, Marvel Studios’ Avengers: Endgame. Viewers who pay close attention to Parking Spot will notice a few MCU Easter eggs.

Eternals centers on a new team of Super Heroes who have lived on Earth in secret for thousands of years. Following the events of Avengers: Endgame, an unexpected tragedy forces them out of the shadows to reunite against mankind's most ancient enemy, the Deviants. The film is directed by Chloé Zhao, who made Oscar history as the first woman of color to win the Academy Award for best director. In addition to Nanjiani, the film stars Angelina Jolie; Gemma Chan; Richard Madden; Lauren Ridloff; Brian Tyree Henry; Salma Hayek; Lia McHugh; Barry Keoghan; Don Lee; and Kit Harrington. The movie hits U.S. theaters on November 5, 2021.

“We’re thrilled to partner with Lexus to give viewers an early look at one of our new heroes, Nanjiani’s Kingo, in action,” added Mindy Hamilton, SVP, Global Partnership Marketing at Marvel Studios. “Lexus’ creative campaign is appropriately epic, delivering the same combination of action, spectacle, and humor our fans will see in the film.”

Parking Spot will headline the high-profile marketing campaign, set to appear in a wide range of media placements, from special events to Lexus dealerships. A 30-second version of the spot will air on cable and in cable sports, as well as during college football, NHL, and soccer. In addition to broadcast, the campaign includes advanced TV, digital and social. The Lexus LS 500 flagship sedan and the all-new NX luxury crossover will make appearances in the film.