smart, the premium electric car brand, has announced a global partnership with multi-platinum UK singer-songwriter Jessie J, who joins as a “friend of the brand.” This collaboration officially launches “Change of Perspectives” as smart’s defining brand campaign for 2026, signaling a new era for both the artist and the brand.
For years, smart and Jessie J were recognized for their iconic pasts – often framed as the “small” urban car and the “loud” pop star. Yet both have evolved in unexpected ways. Jessie J, renowned for hits like "Price Tag" and "Domino," has showcased her versatility across musical styles and captivated global audiences, including her historic 2018 win on China’s talent show Singer. Similarly, smart made headlines in 2020 by becoming the first car brand worldwide to transition its entire portfolio to all-electric, embedding innovative design details and thoughtfulness into every vehicle.
The 2026 campaign invites the world to see beyond preconceived notions. Just as Jessie J continues to redefine her artistry, smart has expanded beyond its ultra-compact roots, offering a premium lineup from the compact smart #1 to the sporty smart #3 and the mid-size SUV smart #5. Upcoming additions, including the smart #2 in Europe and the smart #6 EHD in China, demonstrate the brand’s ambition and evolution. By pairing a dynamic artist with an evolving automotive brand, “Change of Perspectives” challenges audiences to embrace new possibilities.
“'Change of Perspectives' is our defining brand campaign for 2026, designed to challenge the world to look beyond past assumptions,” said Mandy Zhang, Global CMO of smart. “Jessie J is the perfect partner for this campaign. Like smart, she shows new facets of herself yet never lets go of the core of who she is.”
Jessie J added, “I’ve spent my career refusing to be put in a box. They are made to be broken, in my eyes. Partnering with smart feels very natural. We're both evolving and growing and owning where we are now but celebrating where we were too.”
The campaign spotlights the smart #5 SUV as Jessie J’s co-star, highlighting the vehicle’s award-winning design, spacious interior, and immersive in-car experiences, including a signature Sennheiser Sound System. The smart #1 compact SUV also features prominently, reinforcing smart’s commitment to premium electric mobility. An exclusive brand film will debut during Jessie J’s China Tour from March 13 to 22 and roll out across global social media platforms, including Instagram, Facebook, YouTube, Weibo, WeChat, and Rednote. The partnership coincides with Jessie J’s musical chapter following her sixth studio album Don’t Tease Me with a Good Time, released in November 2025, and her 2026 global tour, including dates across the UK and continental Europe.
