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Lincoln Motor Company: Sanctuary
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Music has long been a key brand pillar for Lincoln, who has a history of showing up in a big way on music's biggest night. And this year will be no different. Agency: Hudson Rouge
A new spot opens on a running Lincoln Navigator in a parking lot seemingly avoiding a sudden storm. As the skies open up, we cut to people scurrying for refuge and then inside the navigator and reveal none other than Serena Williams in the quiet shelter the Navigator’s interior provides. She engages the sound system and we see Sarah Vaughn’s “Make yourself Comfortable” in the queue. As the track plays, Serena seemingly takes direction from the song itself and begins to recline her seat, engage the massage feature and enjoys the sounds of both Mrs. Vaughn and the percussive notes of the rain bouncing off the vehicle. “While people (and critics alike) love the way the Navigator looks, Lincoln’s biggest advantage are its luxurious interiors. In a category that is obsessed with showing you more sheet metal we wanted to create a story that celebrated the interior of this vehicle for the sanctuary it is,” says Jon Pearce Hudson Rouge’s Global CCO. While the interior is a focus, the music is both relevant and timely. The artist Sarah Vaughn is Grammy’s royalty, having been nominated 9 times, winning the lifetime achievement award in 1989 and inducted into the Grammy’s Hall of Fame a decade later. “Sarah Vaughn delivers the soundtrack but also the narrative. Serena does the rest,” offers Pearce. This is also Serena’s first broadcast work for Lincoln. According to Eric Peterson, Lincoln’s (title?), “We continue to enjoy a great and ongoing partnership with Matthew, but Serena is a powerful mom who fits the profile for the vehicle perfectly.” Music has long been a key brand pillar for Lincoln, who has a history of showing up in a big way on music’s biggest night. The charge here was to showcase the Navigator’s luxurious interior. As Serena seeks shelter from a storm, we introduce the music of Sarah Vaughn (9-time Grammy nominee, lifetime achievement award winner and Grammy’s Hall of Fame inductee) to deliver the soundtrack as well the narrative. Serena does the rest.
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