When he’s not inflicting earworms such as My Humps on the world as part of The Black Eyed Peas, evangelising about technology or appearing as a judge on The Voice, Will.i.am apparently indulges in car design. As well as appearing in an ad for the Lexus NX, he has designed a one-off version of the model. Oddly – and unlike the other, more innovative executions in Lexus’ "amazing in motion" campaign – the latest spot does not stray far from the established car-ad formula. There’s even the obligatory gawping scene. Still, Will.i.am’s involvement has already garnered a fair bit of earned media and ensures the campaign won’t get ignored.
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