Filipino car lovers buckled up for an exhilarating experience at Lexus Manila’s pop-up display at Greenbelt 5 in Makati City, marking the partnership between Lexus and Marvel Studios for the release of “Eternals” last November 2021. #FlashAtWork
Manila-based ad agency Flash created a mall display to mark the collaboration between luxury car brand Lexus and Disney subsidiary Marvel Studios for the much anticipated theatrical release of "Eternals" in December last year.
Flash's pop-up display at the Greenbelt 5 walkway in Makati City ran from November 26 to 28, 2021, featuring the latest Lexus models—the IS sedan, the UX crossover, and the LM luxury minivan—which all had special discounts and offers during the three-day event.
Two curved walls with the movie’s key visuals surrounded almost half of the oblong-shaped floor of the display where Lexus models were placed for the public to see. In one of the walls, a flat screen television played a short film “Parking Spot” by the Russo brothers who directed four Marvel Studios films. In the two-minute piece, “Eternals” character Kingo (Kumail Nanjiani) had to find a parking spot for his new Lexus IS 500 F Sport Performance, before he can join the epic superhero battle happening downtown. The display was large enough to also accommodate spaces for chairs and tables where visitors can talk to Lexus representatives.
Aside from fabrication, Flash executed the activation, bringing an amazing experience to patrons and potential customers alike.
It was both a challenging and exciting time for Lexus Manila to execute the display, given the effects of pandemic restrictions. But, as soon as the government started easing public health measures, the automaker grabbed the opportunity to physically engage with Filipino car lovers—and Flash was there every step of the way.
According to Lexus, the partnership with Marvel Studios was forged to make young consumers more aware of its vehicles.
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