Japanese car manufacturer Lexus has recruited British singer-songwriter Joy Crookes for the launch of it latest promotional campaign, celebrating the release of the new Lexus UX.
“The Energy that Drives You On” was created by London agency The&Partnership and will be led by a series of short films directed by Amara Abbas, starring Crookes and featuring her music.
Through this campaign, Lexus is hoping to attract a younger generation of luxury consumers, embodied by Crookes’ own self-made success.
The campaign will include an extensive total of 64 assets, including bespoke social films and imagery. Launching today, materials will run across a range of audiovisual platforms, namely TV, online and social media.
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“Joy embodies Lexus’ passion and energy for creativity, design and sustainability. Her unique style and bold personality make her the perfect ambassador for the new Lexus UX,” Lexus Europe vice-president, Pascal Ruch said.
The&Partnership creative director, Frances Draskau added: “Lexus has always been ahead of the curve when it comes to supporting fresh talent, design and innovation.
“Joy’s hard work and tenacity combined with her smart lyrical takes on modern life and the authentic way she chooses to share herself was what drew us to her as the ambassador for the Lexus UX, Energy That Drives You On campaign.
She concluded: “It was clear from the start that her ambition and energy are the qualities that drive her success, and the Lexus UX self-charging hybrid shares that passionate drive.’’
