Lexus RC F: First GenerationSponsorships

Behind-the-Scenes: The Partnership Between Lexus & Men in Black

Lexus RC F in Men in Black

The website Fanbolt spoke with Lexus USA marketing media manager MJ Kroll about the partnership between the brand and Men in Black: International:

Q: What does that conversation look like? Do films already a model in mind, or is that something that Lexus gets to pick?

MJ Kroll: First and foremost, we look for alignment with our brand and how the integration might enable us to illuminate a core brand truth within the story.

For high profile integrations, we ensure that the film’s release syncs with our key initiatives and priorities during that time period. For Men in Black: International specifically, they were looking for a high style performance car, and we were preparing to launch the new RC F, the purest expression of Lexus performance.

They were also looking for SUVs to round out the MIB fleet. In addition to the Lexus RC F sport coupe, the Lexus RX Hybrid and Lexus LX SUVs are also featured.

Fanbolt then asked the question everyone wants to know the answer to:

Q: Does Lexus have veto power over how a car is used or what it does/what happens to it in a film?

A: The beauty of film integrations is that none of the traditional rules apply. It’s an opportunity to partner with filmmakers to imagine all the possibilities. If there’s a line, it would probably be drawn at ensuring that any depiction is consistent with our brand philosophy of creating amazing experiences for our customers.

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