Lexus showcases the All-New Lexus LS 500 and LS 500 Hybrid in a new commercial, titled “Royalty”.

“Experience a blend of refined craftsmanship and raw power, new innovations, and a tradition of excellence, luxury and performance, engineered to take the crown,” the voiceover says on the 30-second spot, presenting then the all-new Lexus LS 500 and LS 500h and adding the brand’s tagline, “Experience Amazing”.

Claiming an exclusive EyesOn Design Award, the LS features an all-new 3.5-liter twin-turbo V6, the world’s first 10-speed automatic transmission in its class, and the most advanced Lexus dynamic control system yet. The LS Hybrid features an advanced multistage transmission that delivers direct seamless acceleration and torque.

For this year’s Super Bowl, the automaker had an action-packed commercial featuring the all-new 2018 Lexus LS 500 F SPORT and King T’Challa (aka Black Panther).