Lincoln Navigator 2008: Common

Credits:

Client: Lincoln

Agency: UniWorld Group, Inc.

Chief Creative Officer: Rebecca Williams
Group Creative Director: Lisa Llewellyn
Art Director: Paul James
EVP, Director of Creative Services: Carmon Johnston
Senior Producer: Marjorie Clarke

Production Co: Backyard
Executive Producers: Blair Stribley, Eriks Krumins
Head of Production: Peter Steinzeig
Producer: Danielle Lovett
Art Director: Dan Griffin
Director of Photography: Anghel Decca

Editorial: Mad River Post
Editor: Bob Jenkins

Sound Mixer: Curt Frisk

As Magic Johnson pulls out of the Lincoln lot, Common cruises in. The automotive powerhouse has teamed with the hip hop artist/actor in a new spot directed by Jeffrey Karoff of Backyard Productions.

Common's presence will appeal to young urban audiences in addition to
lending a bit of "hip" and "cool" to Lincoln's luxury SUV, the
Navigator. But the real star of this spot is Chicago, the city in
which it was filmed as well as Common's hometown.


"Many of the lines in the spot came from Common as he drove around the
city and was genuinely moved," said Karoff. "We kept our crew small
so Common felt comfortable opening up in front of the camera. It was
just me and the cameraman in the car with him."