First the Brand, Then the Spokespeople

This MKC ad quotBullquot has been seen more than 35 million timesWhat39s McConaughey done for Lincoln lately Well he39s the public face of the company39s current quotPower of Sanctuaryquot campaign and it doesn39t hurt that he just said he might run for governor of Texas and has a topfive bestselling nonfiction book quotHe39s the best partner we could havequot said Eric Peterson Lincoln39s marketing communications manager quotOur brands are similar We just had him on a call with our dealer partners He talks about making things better how to approach life and it results in a lot of positivity toward our brand With him we come up with unique ideas such as the icefishing thing we did in Canada on the back of the AviatorquotAnd now along comes Jon Batiste pictured at top who39s as omnipresent as McConaughey quotHe39s very genuine and resonates with our clientelequot said PetersonLincoln is a sponsor of the 63rd Grammy Awards held March 14 and Batiste got himself nominated in two categories New Age album and Contemporary Instrumental During the show Lincoln will debut a new commercial he made for the Nautilus reinforcing the company39s message that your car can have a calming influence that you can get out of it in a more relaxed state than when you went in In the ad Batiste is seen using the company39s shifter modeled after piano keys Humming along to the car39s Revel audio system he parks gets out and does an impromptu dance in the middle of the urban street Fifteen and 30second versions of the ad will be used on social Peterson said and the full 60second version on Grammy night Here39s the adBatiste a New Orleans native who39s also done ads for Coach and Frye is crazy busy and visible With and without his band with his band Stay Human he39s toured widely and recorded with everyone from Stevie Wonder to Willie Nelson is the bandleader and music director of CBS39 The Late Show with Stephen Colbert music director of The Atlantic magazine creative director of the National Jazz Museum in Harlem and was cocomposer on the Pixar animated film Soul winning a Golden Globe for best original score and also writing some of the jazzman Joe Gardner39s dialogue he told me And he does tons of stuff for Lincoln such as this interview in the Lincoln Listens First series others include Serena Williams NeYo and Marsha AmbrosiusIn an interview Batiste said of the commercial quotWe can39t all be together right now and the car is a place we can feel safe The experience of listening to music in the car can be inspiring and that39s expressed by this joyous dance in the middle of the street The concept of sanctuary is timeless it39s always necessary to have a place to goquotIt also helps that Batiste39s music is beyond genre Just in the song he does in the commercial he crosses several stylistic barriers from vintage soul to contemporary RampampB and the jazz that39s featured on his nominated Chronology of a Dream record live at the Village Vanguard quotI39m synthesizing a lot of different types of musicquot he said quotand that39s also reflected in the new album I have coming out called We ArequotSo as I said Lincoln has had a lot of luck with its spokespeople And its campaigns The celebration of sanctuary actually predated COVID19 quotWe got there firstquot Peterson told me quotWe were looking for a way to communicate our 39quiet flight39 design language to consumers This is back in the second half of 2019 We talked about how a luxury brand should make you feel when you go out and we came up with feeling better than when you startedquot And therefore the car as sanctuary celebrating the launch of the Aviator A partnership with the Calm meditation company giving new owners a free oneyear membership followedNormally Lincoln and other car brands would invite journalists out on launches of vehicles like the Navigator but COVID19 prevents that Instead Lincoln did the next best thing it brought the junket home Journalists were given a domestic dive into the sanctuary brand with a night at the restaurant of their choice a package including a yoga mat candle blanket and box of Mast chocolate It sounds extravagant but it was undoubtedly cheaper than flying journalists to exotic resortsLincoln also created a series of commercials to be broadcast on The Weather Channel and posted on social that highlighted the sanctuary of the cars Corsair Nautilus and Aviator in extreme cold heat rain and even loud noise quotThe first part is with Corsair and then we39ll have Nautilus and Aviator later on during the campaign flight with a different meteorologist in a different locationquot said a spokeswoman quotIt39s a fun way to tie a brand play with a media partner that nods to our campaign idea of environmental extremesquotClick the social buttons above or below to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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First the Brand, Then the Spokespeople

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Jim Motavalli

FEMA and the Ad Council Encourage AANHPI Communities to Enhance Disaster Preparedness in New PSAs - Ad Council InSites

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