Unless you’ve been living under a pop culture rock, you probably have seen some form of advertisement promoting the Black Panther movie from Marvel Studios. It features a king from a technically advanced civilization that has been hidden from the rest of the world, and coincidentally that king is also a superhero.

The next logical question is what kind of car would a king drive? If you answered a Lexus LC 500, you might be working for the marketing team that paired the newest ad spot for the high-end automobile manufacturer with one of the highest grossing superhero movies of all time.

While brand associations aren’t always successful, when done effectively they can promote a symbiotic relationship. The real question is if Black Panther‘s wild success at the box office is going to usher in a rejuvenated era of associated product advertising and brand associations? Only time will tell.