News Column

Lincoln Super Bowl Ad Gets a Preview

Jan 31, 2013

Alisa Priddle

Jimmy Fallon

Ford has released a preview of the Lincoln Super Bowl ad that arguably had a more interesting development cycle than the relatively conventional commercial that was derived from the public's suggestions.

Lincoln, which has not aired a commercial during the Super Bowl since a spot for the Mark VIII in the early 1990s, decided to use social media and comedian/talk show host Jimmy Fallon to steer the story line of a commercial for a brand into which Ford is trying to breathe new life.

Fallon, who honed his comedic chops on "Saturday Night Live," used Twitter to solicit road stories from the public and then weed through them to come up with a story line.

Fallon does not appear in the ad, and some might argue the spot lacks the wit one might expect from someone with his unique sense of humor.

From 6,117 tweets, five were chosen upon which to build a story line and the senders have cameos.

Here are the five tweets that were woven into a single road trip yarn:

--@karinarosewhite: We drove past an alpaca farm, a few of them were meandering on the highway and my sister screamed, "It's the Alpacalypse!"

--@debdef: Picked up a German hitchhiker who came to America to study farming!?! Drove him back to Austin to meet my friends.

--@AllenFabijan: Thousands of turtles crossing the road in FL. Dad stops, so did a huge scary Harley gang! Us and the gang played checkers!

--@Will_Stenner: Drove through a movie set in Palmdale, CA. Didn't realize it. Got out and enjoyed the catered food.

--@AdinaSpivak: Two separate strangers proposed marriage twice in one day. Incidentally I was on my way to (someone else's) wedding.

The 30-second Super Bowl commercial "Road Trip" will air in the third quarter of the game on Sunday.

Starting Friday, viewers can go to www.steerthescript.com to see the extended 90-second online piece on the making of the commercial, including an appearance by Super Bowl champion Emmitt Smith, who is working with Lincoln.

Lincoln will also air its "Phoenix" commercial during the game. It shows the new MKZ emerging from the flames of a Town Car.

The campaign was created by the newly created HudsonRouge agency in New York that Ford established for the Lincoln Motor Co.

The automaker has been touting this as Lincoln's first Super Bowl ad, which is incorrect.



Source: (c)2013 the Detroit Free Press. Distributed by MCT Information Services.


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