Insanity’s leading lady of the moment, BRIT-nominated and Mercury Prize-shortlisted Joy Crookes, has been selected as luxury car company Lexus’ latest ambassador. Launching a marketing campaign for their new UX 250h hybrid electric SUV; the collaboration marks a shift in the brand’s strategy, enlisting the singer to help them reach a younger, more diverse, and socially engaged audience.
The campaign, consisting of four short films with the theme of ‘The Energy That Drives You On’, highlights the UX’s state-of-the-art technology as it facilitates Joy’s exploration. Soundtracked by Joy’s award-winning and chart-topping hit ‘Feet Don’t Fail Me Now‘, Joy herself promises to ‘show you my corners of the city and what ‘drives’ me on‘. The European-wide ad is available to view online, on TV, and as out of home advertising, digital advertising, CRM and social media.
Following her guest TV appearance on James Corden’s Late Late Show, Joy also announced she will be supporting the one and only Lizzo on tour next year, serving as just a few of the many more exciting things the songstress has lined up as she embarks upon the next stage of her hotly-tipped career.