Marvel Entertainment debuted a new 90-second Black Panther TV spot during the CFP Championship on Monday night.

The Monday night College Football Playoff National Championship was a good place to premiere the action-heavy trailer, which featured several clips from what sounds like a new song from Grammy-winning Rapper Kendrick Lamar, who also is producing the film’s soundtrack (see “'Black Panther: The Album,' 'Captain Marvel,' 'Venom,' 'Shazam!,' 'SpongeBob 3'”).

Black Panther opens in theaters on February 16.

The Insight Edition’s Marvel’s Black Panther: The Illustrated History of a King is available now (see “'Marvel's Black Panther: The Illustrated History of a King'”) and Marvel has begin to release Black Panther collections this month as well (see “Marvel Stocks up on 'Black Panther'”).