Japanese car brand Lexus has recruited pop-star Kylie Minogue to be the face of its latest ad campaign in an effort to attract younger drivers.The Toyota-owned marque has also signed a deal with the Australian singer to be headline sponsor of her world tour.
Under the agreement, devised by Billington Cartmell, Minogue will appear in TV and print ads backing the launch of Lexus' CT 200h model. The ad campaign, created by CHI & Partners, will roll out next month under the strapline 'Join the quiet revolution.'
Lexus director Belinda Poole said using Minogue would enable the marque to reach out to the 'new customers we believe will form the core market for the CT 200h'.
Billington Cartmell is also creating a series of online films featuring behind-the-scenes footage of Minogue's tour.
The launch of the CT 200h, a hybrid hatchback that goes on general sale on 11 March, is Lexus' first foray into the luxury compact vehicle category.