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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...