Lexus x "Men in Black: International"
- AN INTEGRATED MARKETING PR CAMPAIGN -
Lexus partnered with Sony Pictures, securing in-film product placement and a co-branded spot.
The Challenge
Blockbuster films generate media coverage by default. Brand partnerships rarely do.
The question wasn’t whether Men in Black: International would receive attention—it was whether Lexus could earn meaningful consumer and lifestyle media coverage within that moment.
How could Lexus become an authentic part of the cultural conversation surrounding the film—rather than simply appearing as a sponsor alongside it?
The Insight
Entertainment and lifestyle media want fresh, visual story angles that extend a film’s universe—beyond press junkets and studio-fed content.
If Lexus could give media something new inside the world of Men in Black, it could earn attention rather than borrow it.
The Solution
Write an auxiliary story within the world of Men in Black that is connected to the brand.
In the film, Lexus RC F performance vehicles were driven by the main characters. In one brief scene, a vehicle being chased takes to the air. That moment inspired our story.
“Lexus QZ 618 Galactic Enforcer jet helps save the universe with
never-before-seen advanced alien-fighting technology”
We transformed this fleeting on-screen moment into a fully realized “character” within the Men in Black universe—complete with a fictional name, detailed specs and capabilities, and a suite of high-impact CG imagery bringing the jet to life. We now had a story-driven, visually arresting piece of content that felt native to the film’s world.
The Results
The media loved it! The Lexus QZ 618 Galactic Enforcer Jet earned widespread coverage across consumer, entertainment, and culture outlets—far exceeding typical early-stage trade coverage of the studio partnership and co-branded commercial.
More importantly, Lexus became an organic part of the cultural excitement surrounding Men in Black: International, embedding the brand into the film’s universe in a way that felt authentic, imaginative, and shareable.
Rather than borrowing attention from the movie, Lexus helped expand the story—and earned its place within the moment.
748+ million earned impressions
Including coverage by: USA Today, Entertainment Tonight, CNN, MSN, SYFY, NBC News, CBS News, ABC News, Fatlace and more.
