Lincoln Moves Into Fast Lane With Help of Bowie and Beck


  • Lincoln Hello, Again Campaign Picture

    Lincoln Hello, Again Campaign Picture

    Beck and David Bowie are lending a hand in remaking the Lincoln brand. | February 07, 2013

Just the Facts:
  • The Lincoln brand is taking more risks, this time launching a new marketing campaign that name-drops David Bowie and Beck.
  • Lincoln announced the details of the new "Hello, Again" campaign on Wednesday.
  • Beck "re-imagined" David Bowie's Sound and Vision song in one of the first high-profile efforts of the new campaign.

LOS ANGELES — The once-sleepy Lincoln brand is taking more risks, this time launching a new marketing campaign that name-drops David Bowie and Beck.

Lincoln wasted no time after the debut of its Super Bowl commercials on Sunday, announcing details of the new "Hello, Again" campaign on Wednesday.

Beck "re-imagined" David Bowie's Sound and Vision song in one of the first high-profile efforts of the new campaign. The campaign is the latest attempt to reposition Lincoln — which recently changed its name to The Lincoln Motor Company — as an upscale boutique brand. Its Super Bowl ads addressed the makeover, with one referring to the Lincoln brand as a phoenix rising from the ashes. In another, comedian Jimmy Fallon helped to "steer the script." The Phoenix commercial featured a brief glimpse of Abraham Lincoln.

According to Edmunds, the Super Bowl campaign apparently worked, with the Lincoln brand getting the second largest lift in online traffic after Mercedes-Benz.

Lincoln's "Hello, Again" is a year-long, multiplatform marketing campaign.

Ford's luxury brand has invited various artists to put their own twist on a piece of work to show how it creates an original, fresh interpretation, whether it's a song, design, film, architecture or in Lincoln's case, a car. The campaign is to draw attention to Lincoln's reinvention.

Beck, whose eclectic tunes grace several soundtracks, including The Twilight Saga: Eclipse and Nacho Libre, launched the campaign on stage in Los Angeles Tuesday at an invitation-only concert where he "re-imagined" David Bowie's song "Sound and Vision" with an orchestra of more than 150 musicians for 300 guests.

He played on a specially constructed circular stage, which created a multidirectional sound environment, allowing him to experiment with the possibilities of perspective and sound movement surrounding the audience.

Renowned director Chris Milk and Willo Perron & Associates helped him develop the 360-degree interactive experience where the music and musicians surrounded the audience. Beck's father, renowned composer and conductor David Campbell, arranged his son's musical performance, while the Dap-Kings led the group of more than 150 musicians as the event's house band.

The performance will be available online February 10.

"For the new Lincoln to be relevant, we know we have to offer a unique luxury automotive experience," said Matt VanDyke, director of Global Lincoln, in a statement. "The 'Hello, Again' program is intended to be a metaphor of Lincoln's personal and surprising differences in product and client experience."

Edmunds says: Lincoln first started out by calling up the spirit of Abraham Lincoln in its new advertising campaign. Now it is turning to pop culture to drive home its message of change. But will any of these moves resonate with buyers?

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