Lexus teams up with musician Joy Crookes for its latest UX campaign – Marketing Communication News

  • London musician Joy Crookes is the new Lexus UX ambassador
  • She leads the launch campaign for the new luxury hybrid electric SUV, one of Lexus’ best-selling cars in Europe
  • Joy’s hit song My feet don’t fail me now serves as a soundtrack for the new Lexus TV Advertising UX

Lexus has launched a marketing campaign for the new UX 250h hybrid electric SUV featuring BRIT-nominated, Mercury Prize shortlisted singer and songwriter Joy Crookes.

This collaboration marks a shift in the brand’s strategy to reach a younger, more diverse and socially engaged audience. Crookes is the perfect ambassador for the new Lexus consumer, redefining modern luxury and style.

The new campaign consists of four short films themed “The Energy That Drives You”, in which Joy uses UX as a vehicle for her creativity and fast-paced lifestyle. The films exemplify Joy’s passion and energy, characteristics that continually drive her. Hybrid UX is seen as Joy’s exploration enabler, featuring a trip to the beach and a journey through a vibrant metropolis, while highlighting cutting-edge UX technology. Joy is seen exploring the city using the faster and more intuitive Lexus Link Pro multimedia system with the “Hey Lexus” voice assistant and cloud updates, which she uses to play the campaign soundtrack, her song My feet don’t fail me now.

The new Lexus UX campaign is available online at and includes TV advertising, outdoor advertising, digital advertising, CRM and social media content (both Instagram and TikTok).

Joy Crookes commented on the partnership: “Creativity in all its forms gives me energy and inspiration. While working on the new UX campaign, I saw Lexus’ commitment to craftsmanship and creativity. As the Lexus UX customer, I always strive to express myself. I’m blessed to be able to do this through my music, my fashion and my art, and I’m grateful that Lexus has provided me with a new platform to do so.

Pascal Ruch, vice-president of TME Lexus European, said: “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.

The new UX 250h

The new Lexus UX 250h SUV offers several new features and improvements:

  • Improved smartphone integration means apps are displayed on the new extra-large 12.3 HD or eight-inch touchscreens, which are now positioned closer to the driver for easier interaction.
  • The new Lexus Link connected services app helps enhance the driving experience, with convenient features such as remote air conditioning operation and vehicle locking/unlocking.
  • New exterior color and two-tone paint options and interior upholstery choices create a personalized experience, reflecting Lexus’ global reputation omotenashi (hospitality).
  • Further upgrades to the UX’s Lexus+ safety system improve the performance of the pre-collision system, equipping the car with intersection turn assist for safer left and right turns at intersections , and emergency steering assistance, which helps the driver to avoid obstacles, without deviating from their lane.

Source: Lexus


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