Toyota And Lexus Gear Up For Super Bowl LII

After sitting out last year’s Super Bowl, Toyota is looking to run

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by Sergiu Tudose

January 18, 2018 at 02:05

After sitting out last year’s Super Bowl, Toyota is looking to run two separate ads during this year’s game, with Lexus bringing a little Marvel-themed action as well.

For Lexus, this will be their second year in a row in which they have advertised for the Super Bowl, this time focusing on Marvel’s upcoming Black Panther movie, reports Autonews.

However, instead of using the LC, Lexus will promote the all-new 2018 LS luxury saloon, so your guess is as good as ours as to how it might connect to the previously-mentioned superhero movie.

Toyota’s first ad is said to air in the first quarter of the game, when it will plug the automaker’s new global Olympics sponsorship. The second spot will air at half time and will be more vehicle-focused.

The automaker also struck a deal with the International Olympic Committee in 2015, becoming the official “mobility” sponsor, starting with the 2018 Winter Olympics in South Korea and going all the way through the 2024 Summer Olympics in Paris.

Scheduled for February 5, Super Bowl LII will play out just four days before the Winter Olympics’ opening ceremony.