marketing alliance with Hip-Hop artist Common (November
13, 2007) Luxury automaker Lincoln has announced a multifaceted marketing
partnership with a rising star and Grammy Award-winning performer Common
to promote the 2008 Lincoln Navigator and other brand initiatives.
"Lincoln is excited to be associated with Common because his success story
is gaining momentum at the same time that ours is," said Mike Richards,
general marketing manager for Lincoln. "Common has earned many accolades
for his talents, yet he remains grounded and maintains a confident, unique
style all his own. Lincoln shares these brand qualities and it makes us
proud to have Common represent Lincoln and increase our brand appeal among
Through an exclusive partnership with Lincoln orchestrated by Lincoln’s
African-American ad agency, UniWorld Group, Common will appear in national
television broadcast, radio and print advertisements, primarily focused on
the all-new 2008 Lincoln Navigator.
The first of the ads, titled "Common," will debut nationwide November 25
during NFL Sunday Night Football on NBC, and later appear on general
market and urban schedules. The commercial spotlights the people, places
and experiences that shaped his life in his hometown of Chicago. It segues
to his present-day life as an enterprising, multitalented individual,
continuing to reach higher, yet still deeply rooted in his community. His
understated confidence, authenticity, and distinctive sense of style
echoes the personality of the Lincoln Navigator. The print and radio ads
will premiere in 2008.
Lincoln will additionally work with Common in developing other online and
offline cross-promotional and marketing programs across his diversified
businesses, including the licensing of songs for creative executions for
television and the Web, tie-ins with Common's books and hat lines, as well
as alignments with his concert tour. Common will also perform and make
personal appearances on behalf of Lincoln at auto shows and dealer events,
and be an integral component of the annual multiple-city Lincoln Lounge
The brand’s previous spokesperson, NBA legend and entrepreneur Earvin
“Magic” Johnson served the brand well, said Marc Perry, multicultural
marketing manager for Lincoln. He expects that Common will also resonate
with target consumers while bringing an image that is a tad hipper and
younger in appeal.
Lincoln also plans to align itself with Common's nonprofit organization,
the Common Ground Foundation, and will sponsor the first annual Start the
Show n' Bowl fundraising event to be held February 2008 during Grammy
"I am very enthused and honored to connect with Lincoln, "said Common. "I
believe that this union will be creative, fresh, and classic. Most
importantly, it's a way for Lincoln and me to give back to the community
and people in need."
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