Lincoln bought the emperor’s new clothes.
This ad appeared in the February 2017 Fast Company magazine (in a very high-priced spot — the inside front cover). Lincoln paid a massive amount of money for the ad series, shot by renowned photographer Annie Leibovitz.
Agency Hudson Rouge made out like a bandit.
But Lincoln did not think about their real audience. Showing a 20-something person behind the wheel of a $60,000-ish luxury car, newly-minted from a marque typically bought by people above 60, will not make 20-something people want to buy one. Nor will it make 60-year olds who want to be 20-something want to buy one.
No matter how much the critics like the car.
Yes, it would have been appropriate for Lincoln to push the envelope in their marketing — but not so far.
Maybe they should have put kids under 10 behind the wheel — that audience will need to buy cars, eventually.