Lincoln’s new ad features iconic namesake, Serena Williams also named brand ambassador

Article by Christian A., on February 21, 2018

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.

Press Release


Elegant strength, powerful acceleration, and a standout presence may be key attributes of the all-new Lincoln Navigator, but they also describe tennis champion and businesswoman Serena Williams.

Williams is Lincoln’s newest brand ambassador, showcasing the style and substance of the all-new Lincoln Navigator in a social media campaign that kicks off Feb. 15.

“Serena is an amazing athlete who has won 23 Grand Slams, but she also has a family, she has her own clothing line, she sits on major boards, she’s philanthropic – she has all these competing demands on her time,” said John Emmert, group marketing manager, The Lincoln Motor Company. “We know that time is our Navigator client’s ultimate luxury as they balance everything in their busy lives, and Serena exemplifies that balance with poise and grace.”

William’s love for the Lincoln Navigator started years ago when she purchased her first vehicle, a Navigator she nicknamed “Ginger.” The feeling of safety and strength attracted her to the Navigator brand back then and today.

“I’ve always had a connection to the Navigator brand,” said Williams. “When I bought my first car, Ginger, it was my big step-up. I had a real luxury car now, it looked great and I felt safe. When the opportunity came to work with the Lincoln Navigator today, I was really excited because it brought me back to all of those moments I had in my first vehicle. For me, partnering with a brand like Navigator comes from a genuine place.”
She drove her first Lincoln Navigator for eight years, then passed it along to her niece.

Today, the Navigator helps Williams’ balance a multitude of aspects in her life.

“Now that I have become a mom I am in my car a lot more so my Navigator is like my new home. I take business calls from it, I prepare for my day, and it’s kind of like Olympia’s room – she takes naps, she wakes up, and she’s comfortable in it. For me, that’s what’s most important. I want what makes me feel most comfortable and what I feel most confident in driving. The Navigator checks all of those boxes.”

Driving the Lincoln Navigator today provides Williams with the luxury, capability, and comfort that she needs both in of her roles on the tennis court and at home.

“The luxury of the Navigator is amazing. When I show up to a tournament, I have to show up looking right,” said Williams.

The content, produced by the media company Cycle, will appear on both Lincoln and Williams’ social channels.

Source: Lincoln

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Topics: lincoln, advertising



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