Lexus Europe has signed a creative partnership with musician Will.i.am to promote a new high-tech Lexus NX model. The celebrity, who also has advertising contracts with Intel and Coca-Cola, will join the brand’s “Striking Angles” campaign to develop design for his own limited-edition version of NX.
The musician will also star in the brand’s latest commercial that launches later this year. Its visual language is inspired by a graphic, geometrical touch that is in the Lexus logo. The clip tells a story behind another spot, a companion video to Will.i.am’s track “Dreaming about the Future” that also features Brazilian musician Sérgio Mendes. The music video uses a lot of projection-mapped visuals that create a truly futuristic impression.
“We’re really excited to be working with Will.i.am. His unrivalled passion for design and innovation, coupled with his incredible creativity, makes him the perfect partner for our Lexus NX ‘Striking Angles’ campaign,” Alain Uyttenhoven, head of Lexus Europe.