Dive Brief:

• Lexus has released a 60-second extended digital version of its 30-second in-game Super Bowl LII ad, according to a company news release. The ad, set to air during the third quarter, for the brand’s 2018 Lexus LS 500 F Sport stars Chadwick Boseman from Marvel Studios’ upcoming film “Black Panther,” which debuts on Feb. 16. 
• The action-packed spot, titled “Long Live the King,” tells the story of the Black Panther recovering stolen “vibranium,” the mythical ore found in the superhero’s homeland, while representing his country as king at a world leadership conference. The ad features actual scenes from the “Black Panther” film and the song “Legend Has It” by Run Jewels. 
• Lexus and Marvel Studios have also partnered on a robust “Black Panther”-themed campaign, including an event at Comic-Con International: a San Diego event last July and an original graphic novel created with Marvel Custom Solutions, titled “Black Panther: Soul of a Machine,” which is available online. Lexus also unveiled a 2018 limited-edition LC Inspiration Series production car and a custom concept coup called the Black Panther Inspired LC. A separate co-branded “Black Panther” Lexus TV commercial debuted Jan. 22. 

Dive Insight:

This year, marketers have opted to only release clips of their Super Bowl ads ahead of the game, unlike in years past when full ads were released early. Lexus is taking almost an opposite approach by giving consumers an extended version online more than a week before the big game, but viewers will have to tune in on Feb. 4 to see the edited version. The longer format could make sense given the tight integration with the "Black Panther" film. By putting the 60-second ad online, this gives consumers interested in the film a chance to view it and share it with others while the shorter Super Bowl ad will get the message out to a wider audience. 

For its fourth Super Bowl appearance, Lexus is stretching its in-game ad buy as far as it can. With 30-second spots averaging around $5 million, it’s not surprising the automaker reserved its 60-second spot for digital platforms. This year, marketers are unveiling integrated campaigns that incorporate pre- and post-game strategies with their in-game ad buys. Research has shown than Super Bowl advertisers see the sustained benefits of increased sales and social media engagement long after the game airs.

Lexus’ “Black Panther” campaign launched last summer, and the auto brand has continued to add new elements. Plus, it has already released a separate “Black Panther”-themed TV spot, which has been generating buzz for the brand. Hollywood cameos are common for Super Bowl ads, and this year, several other advertisers are featuring celebrities. Pringles has tapped comedian Bill Hader, M&M’s has Danny DeVito and Mountain Dew and Doritos’ combined add has actors Peter Dinklage and Morgan Freeman squaring off.  

Similar to Lexus’ approach of reinventing an existing campaign, Hyundai teased its Super Bowl ad during the NFC and AFC championship games on Jan. 21. The teaser signals that the automaker will repeat last year’s theme, where it virtually reunited three American service members with their families who were at the game.