Chiwetel Ejiofor, award-winning screen, television and stage actor, has been appointed by Lexus as the voice of its new Creating Amazing campaign, a marketing strategy designed to express excitement and innovation in the prestige brand.
Ejiofor will be heard delivering Creating Amazing television and radio adverts that will form a central element of the multi-million-pound campaign, produced for Lexus by national advertising agency CHI. Initially these will support the launch this summer of the new GS executive sports saloon and RX luxury SUV models.
Creating Amazing has been designed to capture and project Lexus’s commitment to achieve the “amazing” in the styling, technology and performance of its cars. This is reflected in a distinctive new design language – witnessed for the first time in the new GS – and further development of Lexus Hybrid Drive technology to deliver an unprecedented combination of low emissions and fuel efficiency in the premium car market.
Ejiofor has long been acclaimed by critics as one of the finest actors of his generation. In the cinema he has enjoyed major roles in Hollywood, including last year’s action movie Salt with Angelina Jolie and the blockbuster 2012. Here in the UK he was most recently seen in the leading role in the BBC crime thriller The Shadow Line and he has just completed filming a new series,Dancing on the Edge, for director Stephen Poliakoff.
Ejiofor is equally accomplished in theatre, most notably receiving the prestigious Olivier and Evening Standard best actor awards for his performance as Othello inLondon in 2008.
Richard Balshaw, Lexus Director, said: “Chiwetel is the perfect choice for the campaign. He has a distinctive, rich and engaging voice that we know will connect with listeners and help make our Creating Amazing advertising memorable and effective in reaching our target customers.
“Lexus is entering an exciting new era in which our vehicles and our brand will achieve a stronger identity through advanced styling and stronger, environmentally efficient performance, allied to the quality, luxury and industry-leading customer service for which we are already renowned.”