The&Partnership The&Partnership


This spring, the new Lexus NX had its Swedish premiere, where the communication platform is all about how it feels to sit behind the wheel in a Lexus. That’s why Loreen releases her brand new song ”Neon lights” exclusively with Lexus. Because that’s where the song are able to reach a whole new dimension. The campaign is developed by The&Partnership Nordics.

From the campaign start at March 31, it is only possible to listen to Loreen’s new single Neon lights either during a test drive of the new Lexus NX or during a visit to one of Sweden’s Lexus dealerships.

– When I listened to my new song in the new NX I felt more. The atmosphere in the cabin just made my music even better. All senses were ignited, and my new song Neon Lights reached a whole new dimension, says the artist, Loreen.

The campaign was developed by The&Partnership Nordics and will be rolled out from March 31 at Lexus dealerships, streaming services, social media and radio. In connection to the launch of Loreen’s song we created a commercial produced by Tarot Pictures and directed by Daniel Eskils. In the film, we get to see how Loreen steps into a dream world of magical realism. She then wakes up and notices that the feelings she got in the back seat of the new Lexus NX took her on a magical mental journey.

– I think everyone has strong memories and experiences of music in their car. We can all relate to how it feels to be touched a little extra and the car coupé is a world of its own where music can reach a new dimension. Loreen’s Neon Lights is a song that really comes into the right element inside the new Lexus NX, says Timo Orre Creative Director at The&Partnership Nordics

As of March 31, it is only possible to listen to Loreen’s new song Neon lights at one of Sweden’s Lexus dealerships, which are represented from Umeå in the north to Malmö in the south.

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