UX Goes ‘Sunrise to Sunrise’ for New European Ad Campaign
Directed by Georgi Banks-Davies, UX ad features photographer Elsa Bleda capturing the sights of Lisbon, Portugal.
The UX is making waves in the luxury crossover domain, whether it’s being the first Lexus model in the U.S. market to be available through subscription, or the first to wear a set of designer tires. No other crossover has made a debut quite like the UX.
Now, Lexus Europe will push the UX to greater heights with the help of London-based ad agency The&Partnership, according to SHOOT. The two entities recently unveiled its pan-European “Sunrise to Sunrise” campaign with its first ad, dubbed “New Horizons,” starring South African photographer Elsa Bleda.
“The new Lexus UX was designed for people who live in the city and who love discovering new ideas and places,” said The&Partnership creative chief Dave Bedwood. “Elsa Bleda is a photographer that embodies this spirit; it’s clear that she sees the world differently, always searching for a new horizon. Through selecting her as our protagonist, we take the audience through a journey of discovery; never quite knowing what she’s looking for, but experiencing a place, a person, a moment with her.”
The 60-second UX ad was filmed over five days in Lisbon, Portugal, where Bleda collaborated with London-based director Georgi Banks-Davies. The result is, as Banks-Davies describes it, “a glimpse into the unique way Elsa sees the world, 24 hours through her eyes.”
“The intention was that the UX navigates us through her journey,” Banks-Davies said. “The aim was to show the moments that happen in every city; the ones we never see, are always surrounding us.”