Lexus showcases its new UX 250h hybrid electric SUV in an advert that carries the tagline “The energy that drives you on”.
The 20-second spot features BRIT-nominated and Mercury Prize-shortlisted singer and songwriter Joy Crookes, who became the ambassador for the new Lexus UX, driving the hybrid electric SUV, while in the background her hit song “Feet Don’t Fail Me Now” is playing.
“Energy that drives you on. Discover the new Lexus UX Self-Charging Hybrid,” the voiceover says at the end of the advert.
The London musician stars in other three short films, in which she uses the UX as a vehicle for her creativity and fast-paced lifestyle. She is shown going on a trip to the beach as well as driving through a vibrant city, showcasing the faster and more intuitive Lexus Link Pro multimedia system with “Hey Lexus” voice assistant and cloud updates.
The automaker’s partnership with Crookes marks a shift in the brand’s strategy to reach a younger, more diverse, and socially engaged audience. The campaign includes, besides the TV ad, Out of Home advertising, digital advertising, CRM and social media content (both Instagram and TikTok).
“Creativity in all forms gives me energy and inspiration. Working on the new UX campaign, I’ve seen first-hand Lexus’s commitment to craftsmanship and creativity. Like the Lexus UX customer, I’m always striving to express myself. I’m fortunate to be able to do that through my music, fashion, and art, and I am thankful that Lexus provided a new platform for me to do just that,” Crookes said in a press statement about her collaboration with Lexus.