Lincoln's Content > Lincoln's Cars

"Andrew T. Maness" (theroadlessdriven) 12/12/2014 at 18:15 • Filed to: Lincoln, Advertising, Short Film, The Road Less Driven, Andrew Maness, MKC, Jalopnik, Oppositelock, Ad Watch

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Lincoln Motor Company, champion of the arts. Honestly I think maybe they just stop making cars and become a studio because whoever is picking these directors clearly has an eye for talent.

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Obviously I'm a big fan of this kind of thing because it's what I'm doing and would like to be doing for big brands so the more success projects like this have, the more likely my visions will come to life.

Now you could dismiss these short films as hipster bait but before you climb on your high horse take a second to consider the fact that every generation has had it's "hipster" movements, they just were called other things.

The groovy '60s, funky '70s, rock n' roll/yuppie '80s, grunge/tech '90s, all spawned massive advertising campaigns and launched many a career in the entertainment industry.

I don't know what we're going to call this decade because I can't predict the future but I guarantee you that in hindsight, current "hipster" style won't be so bad. It's a whole hell of a lot better than glam and disco I can say that with confidence.

So thanks for giving talented people some budget to work with Lincoln. As far as advertising is concerned, yours is top notch. I support the different approach and honestly it's pretty refreshing. Last thing we need is more bullshit like what Lexus, Infiniti, Acura are cranking out in hopes that something will stick with someone under the age of 40.

Now get back to work on getting your house in order and build us a damn Continental!

HammerheadFistpunch > Andrew T. Maness 12/12/2014 at 15:21

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They are lovely short stories, but the style, color and tone of the videos don't match well with the cars. Muted warm tones, light, memories.....cold silver modern luxury vehicle. What? Also, All I could think about in the start of this video is "its okay you don't visit much, I know you've got a big important job you need to make your car payments."

The second video works better, but still has the same basic disconnect. These people can't afford a lincoln and we all know it.

Your heart is in the right place though, the narrative is the new marketing tool and im stoked! the trouble that artist and marketers will have is learning to jibe with the disconnects of selling something and telling something. WE will need a new breed of story tellers called marketists that understand that a product needs to be sold and how to fit that product in the context and style of the art in such a way that the one doesn't conflict with the other.

Andrew T. Maness > HammerheadFistpunch 12/12/2014 at 17:48

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My friend I could not agree with your more.

KILLS me that somebody at Lincoln (probably many people) said the cars had to be silver. I'm so fucking sick of seeing silver cars in commercials. It's boring, it's safe, it's traditional.

These are not traditional stories so why would they not go with a color to match the damn tone?! Drive me nuts, especially as someone who spent hours upon hours in film school learning about the importance of color palate within a film.

My guess is the directors/producers had no control over what color car they were given because to overlook that big of a thing just seems impossible.

As far as affording a Lincoln, I actually think it's realistic but that's not a good thing. I enjoy the films from an artistic standpoint but not from a marketing standpoint because the message seems to be, "fuck it, you've got some money now, blow it on your car payment."

Lastly I have to applaud you for that term "marketist" in this setting but it's unfortunately already defined as "one who supports marketism" which is an economic term that I don't fully understand but seems to have a negative connotation.

Need to come up with another word for that idea of one who understands brand strategy, marketing and the products relation to the art it's included in because that's what I want to do!

HammerheadFistpunch > Andrew T. Maness 12/12/2014 at 17:52

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Arketer, Markartist, homeopathic marketing.

Andrew T. Maness > HammerheadFistpunch 12/12/2014 at 18:09

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hahah homeopathic marketing, that's business card worthy.

Control freak would work too.

E. Julius > Andrew T. Maness 12/12/2014 at 18:35

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I think the second one did a much better job of including, you know, the car they were trying to sell, but they were both nice short films. It seemed strange to me how much screen time this BMW got in the second one, although that might just be a gear head thing.

Also, I found the woman's hairstyle in #2 absolutely hideous, but that's just me.

Vicente Esteve > Andrew T. Maness 12/12/2014 at 19:37

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The first story, I can agree with. I think though the color is called Karat Green rather than silver but im not sure. Still, a bright white one would make epic contrast with the nature around it.

The second film is just plain unfathomable. There is no way in hell the couple could afford a Lincoln, and even if they did it would be the last car they would own. Honestly, they would look much more "coherent" in a Prius C.