Lincoln forms 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 consumers."

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 events.

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 weekend.

"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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