Photo: Lincoln
Lincoln is putting a lot of hope in its new Continental model, and so every aspect of the luxury sedan has to go under very close scrutiny. That involves the quality of the interior, the smooth ride or the tech features, but also the things less related to the development and manufacture of the car.
An advertising campaign would have to be abysmally bad to have a seriously negative influence on the success of an otherwise good car, but a good one can make the difference between OK sales, and excellent ones. Car makers have treated us to all sorts of approaches, from the funny to the emotional and all the way to the downright aggressive, but we're struggling to think of a previous series of car commercials to have focused on artistic images.
Lincoln boldly goes where no one (or, at least, very few) had gone before and enlisted the help of world-famous celebrity and lifestyle photographer Annie Leibovitz. If you're an avid reader of the Rolling Stone magazine or the Vanity Fair, then you're probably very familiar with her work. If not, her name still must have grazed your ear at some point in time.
For all her fame, Annie has never ventured into the world of automobiles before, an aspect that makes the Lincoln Continental campaign all the more interesting. That means her images aren't affected by any of the cliches usually found on this side of the branch. They don't focus on enhancing certain elements of the car, they simply tell a story.
“Annie Leibovitz is a photographer of substance. The rich, warm emotions her photos evoke mirror the feelings we want our clients to experience on all their journeys in the new Lincoln Continental,” said Kumar Galhotra, president of The Lincoln Motor Company. In his turn, John Emmert, the group marketing manager of the Lincoln Motor Company had this to say about the series: “Annie creates rich, engaging narratives through her photographs. And in this story, the Continental is the key character that enables a memorable journey.”
Indeed, Annie herself admitted to the fact that the narrative behind the ten photographs was inspired by the childhood road trips she took with her father. “She said that’s how she first developed her photographic eye – by looking out the back window at the horizontal framing of the landscapes of America,” explained Emmert. With such an important influence on her work, it's funny how Annie never photographed cars before. It doesn't matter, though, because she's done a hell of a job now. Let's hope the car is as good as these images.
Lincoln boldly goes where no one (or, at least, very few) had gone before and enlisted the help of world-famous celebrity and lifestyle photographer Annie Leibovitz. If you're an avid reader of the Rolling Stone magazine or the Vanity Fair, then you're probably very familiar with her work. If not, her name still must have grazed your ear at some point in time.
For all her fame, Annie has never ventured into the world of automobiles before, an aspect that makes the Lincoln Continental campaign all the more interesting. That means her images aren't affected by any of the cliches usually found on this side of the branch. They don't focus on enhancing certain elements of the car, they simply tell a story.
“Annie Leibovitz is a photographer of substance. The rich, warm emotions her photos evoke mirror the feelings we want our clients to experience on all their journeys in the new Lincoln Continental,” said Kumar Galhotra, president of The Lincoln Motor Company. In his turn, John Emmert, the group marketing manager of the Lincoln Motor Company had this to say about the series: “Annie creates rich, engaging narratives through her photographs. And in this story, the Continental is the key character that enables a memorable journey.”
Indeed, Annie herself admitted to the fact that the narrative behind the ten photographs was inspired by the childhood road trips she took with her father. “She said that’s how she first developed her photographic eye – by looking out the back window at the horizontal framing of the landscapes of America,” explained Emmert. With such an important influence on her work, it's funny how Annie never photographed cars before. It doesn't matter, though, because she's done a hell of a job now. Let's hope the car is as good as these images.
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