MKX & MKC Features Campaign
Lincoln Motor Company
Awards & Recognition
  • – Highest-performing spots in the agency’s relationship with Lincoln.
  • – A brief for two vehicle-features videos turned into TVC that was used across two years, even during the 2018 Olympic Winter Games.
  • – TVC (long-form)
  • – TVC (:30/:15/:08)
  • – Web content
  • – OLA
Be ready for life’s unexpected moments.

The Lincoln Motor Company was looking for an update of the classic walkaround video where a dealer demonstrates new vehicle features. Something that could put a new shine on an old tactic.

Lincoln sets itself apart from other high-end automotive brands by being more human in their approach to luxury. Rather than dwelling on horsepower and tech doodads, Lincoln focuses on how their vehicles make drivers and passengers feel.

So I wrote spots focusing on the closeness—and responsibility—drivers feel with their passengers. Our drivers and their loved ones are center-stage enjoying roadtrip moments in each others’ company. Their vehicles do not move—to create intimacy and a more theatrical feel, we used live props and a digital floormat to simulate real-life situations. The perils of the road literally move around our friends, mitigated by advanced Lincoln features.

Designed for adaptability across platforms, these spots were written in a modular fashion to facilitate cutdowns, YouTube deployments and social sharing.

The result? A more human definition of luxury measured in the laughter of friends and the smile on a young child’s face.

And the highest-performing spots in the duration of Lincoln’s relationship with their agency Hudson Rouge.

Watch ‘Road Trip,’ the Long-Form MKC Film
Play Video
Watch ‘Little Moments,’ the Long-Form MKX Film
Play Video
Each vehicle feature works as stackable content online.
Watch the cutdowns below (:30/:15/:08).
These individual feature shorts were delivered straight from Google search results,
with ad-tracking and OLA leading to relevant supporting content for engagement on