UX Goes ‘Sunrise to Sunrise’ for New European Ad Campaign

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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.

Lexus UX New Horizons

“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.”

Lexus UX New Horizons

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.”

Lexus UX New Horizons

“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.”

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Since launching her professional writing career nearly a decade ago as a fashion blogger, Cameron Aubernon has written for a handful of online and print publications on a wide variety of subjects, including expat issues, fashion, music, and, of course, the automotive industry. The automotive expert was even the editor-in-chief of a popular online lifestyle publication, where she reviewed luxury cars and interviewed fellow automotive enthusiasts.

A graduate of The Evergreen State College Class of 2005 with a bachelor's in liberal arts, Aubernon took a left turn from fashion writing into the automotive realm when she asked a fellow writer via Facebook if she could write for their site. Following an internship, stints with a couple of hyper-local online publications, and a move to Seattle, she made her then-biggest impact with The Truth About Cars, writing full-time for the publication from 2013 to 2015.

Currently, the highly-regarded automotive journalist is a frequent contributor to the high-traffic Internet Brands Auto Group websites Rennlist, Club Lexus, LS1Tech and Mustang Forums, among others.

Aubernon’s expert knowledge of all things Ford trucks has also made her a mainstay as one of the most prolific writers on Ford Truck Enthusiasts and F-150 Online.

Aubernon can be contacted via email at [email protected].

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