Matthew McConaughey, under the persona of Detective Rust Cohle, is not anymore the lone endorser of Lincoln cars. And that is because the automaker decided to get more brand ambassadors for the company’s image. For instance, they will include tennis superstar Serena Williams to represent exclusive online content, and finally, President Abraham Lincoln appears in its newest ad.
This is not the first time that Williams has driven a Lincoln. In fact, the first-ever car she purchased was a Lincoln Navigator that she named Ginger. After owning it for eight years, she then decided to pass the car on to her niece.
Williams said that when she first got her car, she thought the car looked great and she also felt safe in the luxury car she bought. She then said that when the opportunity came to work with the Lincoln Navigator, she felt excited and jumped at the chance as this reminded her of numerous amazing moments she had with her car. She added that partnering with a brand like the Lincoln Navigator comes from a genuine place.
The automaker said in their statement that the 38 year old athlete is the perfect choice to represent the all new Navigator to showcase both style and substance, while embracing her role as a businesswoman, tennis powerhouse, and mother. The media campaign where Serena stars is based on social media, which is not a huge surprise if you break down the figures. William alone has around 7.6 million followers plus 5.2 million fans on social media.
Another ad that Lincoln published honors the former president, Abe Lincoln’s birthday - which was on February 12. President’s Day in the United States, on the other hand, is celebrated on February 19th, as it is also when they celebrate President Lincoln and George Washington’s birthdays. The latter’s birthday isn’t until February 22.
The commercial opens in a room where President Lincoln struggles to write. He then notices a box on his desk, and opens it as the key fob of the new Lincoln Navigator is revealed. The car is shown to be sitting outside. The scene fades to a black as we see a statement: “President Lincoln, we are forever proud to carry your name”.
Overall, this ad possesses a very different tone from Matthew McCanaughey’s ad where he continuously taps on the Navigator’s steering wheel, or where he is staring at the Lincoln Continental with its driver door wide open. On the other hand, this ad with the former president is very pure and touching.