Joy Crookes becomes Lexus's new brand ambassador

Amazing experiences start with undeniable talent. That’s why Lexus partnered with Joy Crookes, an artist whose voice and presence captivates audiences. Her charisma, her energy, her ability to turn every moment into something unforgettable. Together, we created a campaign that electrified Europe, running across every major market. And the momentum didn’t stop there, it kept growing, reaching even more fans through her own channels.

Spotting Joy Crookes early was like discovering a spark that perfectly matched the spirit of the Lexus UX. Her music, with its mix of soulful honesty and modern energy, had already begun shaping a new sound across Europe, connecting deeply with a generation that values authenticity. The campaign became a celebration of her talent and influence, mirroring the same dynamic energy that makes the Lexus UX stand out on every street.