*Black Eyed Peas frontman will.i.am will take part in an exclusive launch event for the new Lexus NX in a secret location in Paris on Sept. 24.
At the event, to be held during the annual Paris Fashion Week, will.i.am will also unveil a one-off, limited edition Lexus NX that he personally designed with the car manufacturer.
In a commercial for the model, will.i.am appears on angled TV screens in a passing shop window before he emerges in the flesh from a club, stopping in his tracks to admire the design of the NX as it drives past. The spot also features a remixed version of his track “Dreamin About the Future.”
“As a musician and an entrepreneur, I want my ideas and my presence to impact the world around me,” will.i.am said in a statement. “The team at Lexus applied the same vision to the ad – showcasing how the NX impacts the design of the world around it.”
Alain Uyttenhoven, Head of Lexus Europe, praised will’s appearance in the ad admitting he “perfectly complements” the company. He said: ”We wanted to bring our design philosophy for the Lexus NX to the forefront, transporting consumers to a world entirely built on revolutionary and striking design.
“It’s an attitude that we apply to everything we do at Lexus- from the design of the car, to the innovative technology within. will.i.am perfectly complements the world that we created, fusing our joint passions for progressive design and technology.”
The first compact crossover from the premium brand “aims to combine the functionality of an SUV with the comfort of a sedan.” The model is slated to arrive at dealerships worldwide this fall.
Watch a behind the scenes look at will.i.am’s spot for the new Lexus NX below: