Will.I.Am stars in new Lexus NX commercial, designs a version for Paris

Wed, 24 Sep 2014

Whether you love or hate its chiseled, angular lines and spindle grille, the Lexus NX is a big step for the brand as it jumps into the sea of luxury compact crossovers. We've already checked out the new CUV, and to promote its European launch, along with a different nose, Lexus has teamed up with producer and musician Will.I.Am for a commercial titled Striking Angles.

As the name suggests, the ad imagines a futuristic world where practically everything shares the NX's sharp-angled design aesthetic, including the wildlife. Over a thumping remix of his Dreamin' About the Future, the luxury CUV rolls through the misty city streets for Will.I.Am to check out.

That's not the end of Lexus' promotional efforts for its newest addition, though. The brand is also displaying a one-off NX styled by Will.I.Am during Paris Fashion Week. Read the automaker's entire release about its marketing plan for the CUV, below.

THE LEXUS NX AND WILL.I.AM FRAME FUTURE DESIGN IN NEW STRIKING ANGLES TV AD

The Lexus NX and will.i.am are the stars of Striking Angles, a television commercial for the new luxury crossover that has its premiere in Europe tonight and will break in the UK in October. Using rich visuals and a soundtrack featuring an exclusive remix of will.i.am's Dreamin' About the Future, the ad transports viewers into an imagined modern world of angular design.

It depicts the NX travelling through a futuristic cityscape, giving hints of the car's progressive design as it passes beneath stylised road signs and through multi-faceted tunnels. As the journey unfolds, will.i.am appears on angled TV screens in a shop window before emerging in person from a facet-fronted club, stopping in his tracks to admire the passing Lexus.

Speaking about the ad, will.i.am said: "As a musician and an entrepreneur, I want my ideas and my presence to impact on the world around me. The team at Lexus applied the same vision to the ad – showing how the NX impacts the design of the world around it."

Alain Uyttenhoven, Head of Lexus Europe, said: "We wanted to bring our design philosophy for the Lexus NX to the forefront, transporting consumers to a world built entirely on revolutionary and striking design. It's an attitude that we apply to everything we do at Lexus, from the design of the car to the innovative technology within. Will.i.am perfectly complements the world that we created, fusing our joint passions for progressive design and technology."

As part of the NX Striking Angles campaign, Lexus has created a one-off model, designed by will.i.am. The highly stylised car will be unveiled in Paris on 24 September during Paris Fashion Week.

By Chris Bruce