- The British singer, songwriter and musician has been unveiled as the newest Lexus UX ambassador
- The campaign marks the launch of the new compact crossover UX, one of Lexus’ best-selling models in Europe
- Joy’s hit song “Feet Don’t Fail Me Now” features as the soundtrack for the television commercial (TVC)
- The pan-European campaign will go live on 12th September, 2022
Today, Lexus reveals its campaign for the new UX, starring internationally acclaimed, BRIT-nominated and Mercury Prize-shortlisted Joy Crookes as its face and voice.
The collaboration marks a shift in the brand’s talent strategy to reach a younger, more diverse, and socially engaged audience. Crookes is the embodiment of the new Lexus consumer, an ambassador discerningly redefining modern luxury and style.
Coupled with her talent, Joy’s striking style is a curated fusion of cultures and eras, influenced by her up-bringing in richly diverse South London. The result is an intentionally unique and powerful aesthetic that shines in every creative output she produces, ensuring she is always pushing visual boundaries while cele-brating her heritage. Crookes also uses her platform to raise awareness of issues close to her heart, includ-ing sustainability, focusing on how future generations should have access to natural spaces, no matter where they come from.
The new campaign celebrates the concept of “the energy that drives you on”, and sees Joy enjoying the UX as a space to facilitate her childhood dream of being a world-renowned musician. Acting as a vehicle for her creativity and fast-paced lifestyle, Joy harnesses her passion and energy, two characteristics that continually drive her on.