Lincoln Amps up Presence at Biggest Night in Music with New Ad, Ultimate Sound Experience
February 08 2017 - 10:54AM
Business Wire
- The Lincoln Motor Company will debut a
new Continental spot featuring contemporary blues musician Gary
Clark Jr., and a one-of-a-kind amplifier featuring visual cues from
the 2017 Lincoln Continental; the ad will air during the biggest
night in music, broadcasting Feb. 12
- Gary Clark Jr., is a contemporary
singer/songwriter known for his extraordinary guitar skills from
rock n’ roll to blues and hip-hop
- The exclusive amplifier, engineered by
Revel® and designed by Lincoln, was built by brothers Ben and Jeff
Fargen, who have been handcrafting guitar amplifiers since 1998; it
reflects the quality and craftsmanship of the 2017 Lincoln
Continental and the superior audio of Revel
Music is a passion point for many Lincoln clients, so a presence
at the biggest night in music seems only natural – particularly one
that centers on offering outstanding performance and a superior
sound experience.
This Smart News Release features multimedia.
View the full release here:
http://www.businesswire.com/news/home/20170208005770/en/
Singer/songwriter Gary Clark Jr., with
the 2017 Lincoln Continental. (Photo: Business Wire)
The Lincoln Motor Company is collaborating with contemporary
blues singer and guitar virtuoso Gary Clark Jr., who is starring in
a new 60-second spot that will air twice during the ultimate music
awards show beginning at 8 p.m. EST Feb. 12 on CBS as well as once
during the red carpet pre-show.
The new Lincoln spot also will feature an exclusive custom-built
amplifier designed by Lincoln and engineered by Revel. The
amplifier, outfitted with 12 premium Revel speakers, offers
exceptional sound quality and allows each brand’s expertise to
shine. Revel engineers honed the state-of-the-art technology, while
design values of the 2017 Lincoln Continental are visible
throughout, from the instantly recognizable grille, the wood grain
and the leather to the back-lit LED Lincoln logo.
“Creating a one-of-a-kind amplifier was an original way to
showcase the superior sound of the Revel audio system available in
most Lincoln vehicles – and celebrate the artistry of music,” says
John Emmert, group marketing manager, The Lincoln Motor
Company.
One-of-a-kind sound experience
Built by brothers Ben and Jeff Fargen, who have been
handcrafting guitar amplifiers since 1998, the one-of-a-kind
amplifier is designed to reflect the craftsmanship, quality and
performance of the Lincoln Continental and the superior sound of
Revel.
“In seeing the new Continental and seeing what Revel has done
with their speakers, it was easy for me to say, ‘OK, we’re going to
match that intensity, that quality and integrity,’” Ben Fargen
says. “For us craftsmen, it’s also always about reaching a new
level, about setting the bar higher than the competition, reaching
deep into the framework of what Lincoln and Revel have already done
and saying, ‘Where can we take it next?’”
An amplifier – utilized by a musical artist who would do it
justice – seemed a natural fit.
“Revel and Lincoln were looking for something that would
celebrate sound, power, rock n’ roll, all of the raw things that
people love about music,” Fargen says. “I want the performance and
the intensity of the Lincoln Continental to show through the first
time the artist plugs into the amp.”
Synonymous with quality and accuracy, Revel is HARMAN’s most
exclusive loudspeaker brand. In the 2017 Lincoln Continental,
available Revel premium audio works in concert with the vehicle’s
interior design and acoustics, transforming the cabin into a
personal amphitheater with three distinct listening modes – stereo,
audience, and onstage. The available 19-speaker Revel Ultima™ audio
system uses patented Clari-Fi™ music reconstruction technology to
enhance digital sources for clear, crisp, dynamic sound.
“Cord”
The 60-second spot starts with the Gary Clark Jr. arriving at an
empty theater in the new Lincoln Continental. As the spot
continues, he is standing onstage plugging his guitar into the
one-of-a-kind amplifier, which takes its aesthetics from the
flagship.
“To me, the Lincoln Continental represents timeless luxury – and
it sounds like it looks, straight to the point classic,” he says.
“This collaboration felt like a natural fit. I don’t know a guitar
player who doesn’t like amps. And this one doesn’t just look
amazing, it gets you the most amazing sound.”
Throughout the ad, he performs a new interpretation of his song,
“The Healing.” The camera closes in on the guitar cord, which acts
as a visual timeline, taking viewers through different stages of
the musician’s life.
Gary Clark Jr. feels the song – and the spot – will be relatable
to many viewers.
“Every single memory I have, there’s a song that goes with it,”
he says. “Music is the most powerful form of communication that we
have, and it can be very healing if you get people on the same page
and share a message.”
View “Cord” here.
In addition to the 60-second spot, viewers can learn more about
Lincoln’s collaboration with Gary Clark Jr., Revel and Ben Fargen
in a few other places:
- On Feb. 8, a behind-the-scenes video on
the overall collaboration and the development of the amp will be
available on Lincoln Now and the Lincoln YouTube channel
- On. Feb. 10, “Cord” will be featured on
a YouTube desktop takeover
- A new rendition of Gary Clark Jr.’s
“The Healing” and “As The Train Pulls In” will be available for the
first 10,000 visitors for free download via Lincoln Now
- On Feb. 11, viewers can livestream a
Gary Clark Jr. concert from the Lincoln Experience Center at
Fashion Island, Newport Beach, Calif., at 10 p.m. EST via Lincoln’s
Facebook page
About The Lincoln Motor Company
The Lincoln Motor Company is the luxury automotive brand of Ford
Motor Company, committed to creating compelling vehicles with an
exceptional ownership experience to match. For more information
about The Lincoln Motor Company, please visit media.lincoln.com or
www.lincoln.com. Follow us on Facebook at facebook.com/lincoln.
For news, photos and video, visit media.lincoln.com
Follow us on Facebook at facebook.com/lincoln
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