Source: 80scomicadsThe Power Lords were an action figure toyline released in 1983 by Revell. The orange character of the ad is Adam Power, a human that owns a gem that transforms him into Lord Power, a mighty blue-skinned hero with the Power Jewel on his forehead.
The toys starred their own comic book (a 3-issue limited series published by DC Comics), a video game and many other merchandising, but the franchise did not last.