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Lexus RC F takes star turn in 'Men in Black: International' blockbuster

Here's a little car candy for the holidays. There have been three :Men in Black" films, the last one in 2012 (even though it seems a lot longer ago, doesn't it?). "Men in Black: International," due for release on June 14, looks like it will showcase its vehicles in a way the previous movies didn't, starting with getting the Lexus RC F ready for its close-up. This will be Lexus' second blockbuster turn in two years, after putting an LC in the line of fire in this year's "Black Panther". And if "MIB: International" gives off the whiff of petrol, that's at last partly because F. Gary Gray directs, the man behind 2003's "The Italian Job " and 2017's " The Fate of the Furious." This is the first "MIB" to give the agents a whiz-bang modern car. The most modern vehicle previously was a "new hotness" 2003 Mercedes-Benz E550 in the 2002 sequel, but that was primarily a joke referring to the 1986 Ford LTD, referred to as a "Ford P.O.S.," in the first movie. The third film, which took place in the sixties, used a 1964 Ford Galaxie. "MIB: International" includes a few throwbacks to the movies and the television series. The RC F goes airborne with the help of a big red button, just like that '86 LTD. A bigger and better hovercycle ties into the hovercycle from the TV show. The all-new move comes with a mid-seventies Jaguar XJ; whereas the first agents merely retrieved their weapons from the trunk, the XJ not only holds weapons, it disassembles into weapons systems. As Jalopnik noted, in many ways this movie " looks just like 'Thor: Ragnarok' but set in a different universe." Should go well enough with a bucket of popcorn and pail of Coca-Cola, though. Related Video:

Lexus' hoverboard 'is like floating on a cushion of air'

The Lexus hoverboard is real, folks. It's not computer-generated imagery you're looking at, and it's not smoke and mirrors. In fact, what looks a lot like smoke emanating from below the Japanese luxury brand's hoverboard is actually caused by the liquid nitrogen required to keep the 'board's insides cool. How cool, you ask? Put it this way: liquid nitrogen freezes at -346 degrees Fahrenheit. Ice cold, baby. If there is a bit of tricky deception in the video you see above, it's that the superconductors Lexus is using in its hoverboard will only cause the machine to lift off surfaces that are magnetic. In other words, a skatepark full of concrete won't work. For that matter, in true Back To The Future style, neither would water... even if you've got power. Does any of that techno mumbo-jumbo even matter, though? What we have here is a real-life hoverboard that doesn't look like a poorly conceived high-school science project (no offense to Hendo, featured in the video below). The Lexus hoverboard is beautiful, with bamboo decking, a carbon fiber base and, let's be honest, that awesome special-effects-style smoke. Ross McGouran, a professional skateboarder, seems to agree with our assessment of the merits of the Lexus hoverboard. In a new video from the automaker that you can watch above, McGouran compares the hoverboard to regular skateboards and says riding Lexus' invention is like floating on a cushion of air. Which sounds equal parts difficult and amazing. We look forward to more from McGouran and Lexus. Related Video: Related Gallery Lexus Hoverboard View 9 Photos News Source: Lexus via YouTube Design/Style Toys/Games Lexus Technology Gadgets Future Vehicles Special and Limited Editions Videos

Lexus' December to Remember reshaped by the pandemic

After spending the summer convincing consumers to take socially distanced breaks from grim reality, advertisers are now returning to the pandemic as the central focus in holiday shopping campaigns launching this month. U.S. companies from carmakers to retailers are under pressure to make the shopping season a success after retail sales crashed 21% earlier this year as millions of Americans lost jobs and cut their budgets. They face the challenge of convincing consumers to open their wallets for the holidays even as the coronavirus pandemic rages anew across the United States and Europe. As new campaigns roll out, brands feel it is their responsibility to inspire optimism for the coming year, but also empathize with “the hurt that people have,” said Jason Schragger, chief creative officer at ad agency Saatchi & Saatchi. Carmaker LexusÂ’ iconic “December to Remember” campaign, which features cars wrapped in giant red bows on picturesque snowy driveways, will focus on the different role that driveways have played this year, as people sought ways to celebrate birthdays, anniversaries and other milestones despite stay-at-home orders. New TV commercials launching on Monday feature family and friends doing a drive-by graduation party in their Lexus vehicles as a student in a cap and gown waves from her driveway. In another, a man greets his children and grandkids from a distance as they drive by, waving a homemade “Happy Birthday, Grandpa” sign. "We wanted to make sure we weren't showing large gatherings of people," said Lisa Materazzo, vice president of marketing at Lexus, owned by Toyota. "But it's nice to have a live interaction, and that can happen when you're safe in the car and waving from the driveway." Staying connected during the pandemic is the message behind ads for the department store MacyÂ’s, whose window displays and Santaland attraction have been hallmarks of the holidays since the late 19th century. At a time when flying home or hosting big family gatherings can be dangerous, Macy's is focusing on how finding and giving the perfect gift plays an even bigger role in connecting with people you can not see in person this year, according to Macy's chief customer officer Rich Lennox. A similar theme underpins Etsy's commercial, in which a woman who longs to see her grandson opens a gift of a handmade doll that matches a picture he had drawn.