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Will.i.am adds an edge to Lexus NX Striking Angles campaign


Lexus announces partnership with will.i.am for its Striking Angles campaign to launch the new NX.

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Lexus has announced a creative partnership with the global entrepreneur, innovator and musician will.i.am. The Grammy Award-winner will work with the brand to champion provocative design and technology as part of its Striking Angles campaign to launch the new Lexus NX. He will feature in a television commercial supporting the new model, for release later this year.

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will.i.am said: “Whatever I do, I want it to be striking. I want to innovate and revolutionise, and my partnership with Lexus on the Striking Angles campaign is no different. Inspired by our shared philosophy in design, we’ve been able to work together on a multi-faceted campaign that will challenge design conventions and fuel people’s imaginations.”

A short film featuring the singer-songwriter will be released in the coming months to kick off the partnership. Celebrating the synergy between innovation and technology, the film uses visuals to bring to life will.i.am’s track Dreaming About the Future.

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Alain Uyttenhoven, Head of Lexus Europe, said: “We’re really excited to be working with will.i.am. His passion for design and innovation, coupled with his incredible creativity, makes him the perfect partner for our Lexus NX Striking Angles campaign.”