Co-President, Executive Director/Brand Innovation
at
Barrie D'Rozario Murphy
Minneapolis, United States
| Заголовок | Street Drums (30 sec) |
| Агентство | Y&R Irvine |
| Кампания | There Are Those Who Travel. And Those Who Travel Well - Lincoln |
| Рекламодатель | Ford Motor Company |
| Бренд | Lincoln |
| Posted | Ноябрь 2002 |
| Продукт | Navigator SUV |
| Бизнес сектор | Легковые автомобили |
| Слоган | There Are Those Who Travel. And Those Who Travel Well |
| История | A male Navigator driver, musically stirred by band rehearsal in a highrise apartment, literally has his Navigator dance along to the soundtrack using the new exclusive power features as his instruments. His wife is amused by his enthusiasm, describing it as boy-will-be-boys fun with a new toy. |
| философия | Showcasing the innovative new convenience features that clearly made it the latest and greatest SUV. The key message: The King is Back...Better than ever. Two executions were used to introduce the Navigator. The entertainment value came from the new look at me features that were the bragging rights of the vehicle. In each spot, the Navigator story was told with charm and wit, using human situations that stretched reality just enough. Both spots were supported by an exuberant urban jazz re-mix and a copy summation that captured Lincolns unique perspective on Luxury There are those who travel. And those who travel well. |
| Проблема | Lincoln needed to place the Navigator back a top of the luxury SUV market. With the Lincoln brand declining and Navigator surround by tough competition regaining the crown wasn't going to easy challenge. The new 2003 wasn't new on the outside but it was all new in the inside |
| Тип медиа | Телевидение |
| Длина | |
| Рынок | North America |
| Музыка | Mr. Scruff |
| Креативный директор | David Murphy |
| Директор | Peter Rentschler |
| Исполнительный креативный директор | John Doyle |
| Креативный директор | Sherry Pollack |