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Lexus: It's Not Real
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Since they hit our screens in the 1990s, the Men in Black have been on a mission to protect the Earth from the scum of the universe. In 2019, this most exclusive group of secret agents are back, once again coming to the aid of the human race. To make sure they are ready for action and to complement their style panache, Lexus has equipped the agents with a fleet of cars. In Sony Pictures’ Men in Black: International, we see the aggressive RC F sports coupe race through London, helping agents escape threatening aliens, before transforming into a jet. Lexus’ RX Hybrid and LX SUVs are also featured in scenes with alien encounters. Supporting the global launch of Men in Black: International is an online campaign devised and executed by the car manufacturer’s agency of record, The&Partnership. The campaign leverages the world and humour of MIB in order to showcase the innovative Lexus self-charging hybrid technology and the fun to drive performance. Featured in all three pieces of digital content is the LC 500h, Lexus’s flagship luxury sports car and the pinnacle of its hybrid engineering. Shot in London, the base of the expanded universe for the Men in Black, and using an Arri Alexa Mini camera; costume designer Verity Hawkes was able to use props from the movie; such as the much loved neuralyzer. Renowned for his comedic prowess and sense of fun, the award-winning director Danny makes a Hitchcock-esque performance in the TV spots, playing the role onscreen of the director. Danny has long been associated with humour and has won many awards for his comedy work, most notably with classic campaigns for John Smith's starring Peter Kay, his PG Tips ads starring Johnny Vegas and campaigns for Boddington's starring Melanie Sykes. For the last seven James Bond films, he has directed their title sequences, demonstrating his ability to also capture the beautiful and shoot a stunning shot.
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