March 16, 2016
To some, auto engineering may seem cold and impersonal, but the Lincoln Motor Company wants the public to see it a different way. With its new #MoreHuman campaign, however, Lincoln wants to convey to customers that its vehicles can connect with drivers and passengers in real and meaningful ways. The #MoreHuman campaign was created by Hudson Rouge, a global creative agency that specializes in luxury brands. The agency helmed Lincoln’s recent rebranding efforts, including the MKX and MKC commercials featuring acclaimed actor Matthew McConaughey. Lincoln’s #MoreHuman branding efforts will not include McConaughey, who most recently appeared in a 30-second spot for the 2016 Lincoln Navigator that also featured a few furry, four-legged co-stars. But his absence does not mean that the #MoreHuman spots are lacking in charisma and character. Instead, the ads will take “a more human approach to engineering,” according to chief creative officer Jon Pearce, focusing on how Lincoln technologies meet the needs of drivers and passengers. In an interview with MediaPost, Pearce summarized the personal appeal of Lincoln vehicles thusly. “#MoreHuman focuses on all the little advancements and thoughtful details that make Lincoln a luxury car truly designed around the driver,” he said. Lincoln’s #MoreHuman series includes the following mini spots: Our Manifesto This #MoreHuman ad exemplifies Lincoln’s humanistic approach to engineering. Clocking in just under a minute, “Our Manifesto” showcases the various vehicle technologies, such as height adjustable liftgates and 360-degree cameras, which accentuate the driving experience for Lincoln owners. As the ad intones, “it’s not what a car can do—rather, what it can do for you.” Paint This 30-second spot highlights the Revel Audio technologies that come with the Lincoln MKX. As illustrated in “Paint,” Revel audio delivers clear, crisp sounds that turn your car into a concert for one. In fact, the sounds are vivid enough that they appear in bursts of color. The colors in this spot might be a metaphor, but the quality of a Revel sound system surely is not. Perspective Finally, viewers are treated to a little “Perspective” about the cameras that provide Lincoln MKX passengers of a 360-degree perspective. This half-minute commercial demonstrates how the vehicle’s four cameras “lets you see the world around you.” With such camera technology, MKX drivers will be prepared for whatever the road throws at them, regardless of where it may come from. All three of the short #MoreHuman spots convey to viewers that Lincoln provides luxury automotive comfort that’s complimented by cutting-edge auto engineering. Find out more by visiting the #MoreHuman page or by looking out for the hashtag on social media sites such as Twitter.