Lincoln’s mic drop with all-new Navigator and Serena Williams
Agency Hudson Rouge delivers new campiagn with SMUGGLER director Adam Berg for Lincoln.
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Nearly three decades ago, the first Lincoln Navigator officially debuted in 1997, creating the premium full-size luxury SUV category.
Over the years, Navigator has garnered praise for its combination of performance, capability, luxury, and comfort, becoming a popular SUV among celebrities and families alike. Its presence on the silver screen and in song lyrics has added to its allure and it has quickly become a symbol of status, creating a stir in pop culture that has resonated far beyond the automotive world.
As the Original, or as some might say “OG” premium full-size SUV, what better way to punctuate the Lincoln Navigator than with a Mic Drop…Enough said. …No further explanation required. The Lincoln Navigator is the OG, all-new, and better than ever.
Credits
View on- Agency Hudson Rouge/New York
- Production Company SMUGGLER/USA
- Director Adam Berg
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Credits
View on- Agency Hudson Rouge/New York
- Production Company SMUGGLER/USA
- Director Adam Berg
- Editing Cosmo Street/New York
- VFX Preymaker
- Color Trafik/Los Angeles
- Audio Post Heard City
- Music Endless Noise Music & Sound Design
- Chief Creative Officer Jon Pearce
- CD/Art Director Luke Partridge
- Creative Director/Writer Howard Collinge
- Producer John Cline
- Executive Producer Carlin Wilson-Webb
- Line Producer Luigi Rossi
- Executive Producer Anne Lai
- Editor Paul Hardcastle
- Creative Director/Executive Producer Jeff Elmassian
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Credits
powered by- Agency Hudson Rouge/New York
- Production Company SMUGGLER/USA
- Director Adam Berg
- Editing Cosmo Street/New York
- VFX Preymaker
- Color Trafik/Los Angeles
- Audio Post Heard City
- Music Endless Noise Music & Sound Design
- Chief Creative Officer Jon Pearce
- CD/Art Director Luke Partridge
- Creative Director/Writer Howard Collinge
- Producer John Cline
- Executive Producer Carlin Wilson-Webb
- Line Producer Luigi Rossi
- Executive Producer Anne Lai
- Editor Paul Hardcastle
- Creative Director/Executive Producer Jeff Elmassian
And who better to launch the Navigator than our ambassador Serena Williams who’s an “OG” in her own right. GOAT in tennis…devoted mum…successful businesswoman, entrepreneur, philanthropist. Mic Drop, starring Serena Williams, was first showcased on Sat., March 29th during the Elite Eight March Madness Game and then launching wide across linear broadcast, streaming platforms, digital and OOH starting Tues, April 1st.
In Mic Drop, we open on morning runner making her way through a quiet city. She stops to catch her breath and looks down at her watch to check the time. As her gaze rises, she sees a sparkling All-New Lincoln Navigator parked out front of a building, lit by a golden dawn light. As we pause on the vehicle and take in its bold design, we see a microphone drop next to it. Thud! Then another mic drops, and then another, and we see mics dropping all around the city, bouncing and making a sound each time. A waiter setting tables at a café uses his tray to protect himself.
As the mics drop, they make a musical sound that builds into a dramatic beat that vibrates throughout the city. Cut to inside the Navigator where it’s quiet and calm, and we see the warm glow of the 48” panoramic display. Cut to one last mic falling from the sky as the camera follows it down to street level right at the Navigator. Just as it’s about to hit the Navigator hood, a hand reaches out and catches it. We reveal it’s Serena, cool as ever and looking super stylish. She turns and admires the new Navigator and then drops the one last mic beside it, gets in and drives away without saying a word.
