Will.i.am has teamed up with Lexus to “champion provocative design and technology”. That he gives the brand an ultra-cool image by association won’t hurt it. Nor will its gaining access to the millions of fans who hang off everything he says, buys and does. 

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