We’ve known for some time that the Lincoln Motor Company was working on a Super Bowl ad, but the luxury automaker’s announcement this morning is that it’s actually working on two advertisements. One of them will be the previously reported ad compiled from thousands of tweets, but the other one may have grabbed our attention more.
We’ll talk about the twitter-generated advertisement in a second, but we want to give special attention to Lincoln’s second ad, nicknamed “Phoenix.” We haven’t seen the full advertisement, but Lincoln did post a 17-second teaser to YouTube that shows a ’90s-era Lincoln Town Car being hit by a flamethrower. The car magically turns into a 2013 MKZ, with the voiceover: “it’s not what you think.” What’s important to note about this teaser is that it’s basically perfect: it’s an acknowledgement of Lincoln’s recent past and a showcase of its newest product; it also features a flamethrower. We’re genuinely excited to see what happens from here.
In other news, Lincoln says that its “Steer The Script” experiment in creating an advertisement based on tweets is going well. Thousands of people posted 140-character road trip stories to Twitter with the hashtag #SteerTheScript, and late-night Jimmy Fallon lent his followers (and comedy expertise) to the experiment.
Out of 6000 tweets, Lincoln staffers whittled it down to just five, and those tweets will ultimately, um, steer the script. They include tales of apocalyptic alpacas, German hitchhikers, biker gangs playing checkers, craft services tables, and marriage proposals, all of which is a lot of narrative to cram into 30 seconds. Fortunately Lincoln says it will make a 90-second version for the internet.
Check out Lincoln’s cryptic (but awesome) “Phoenix” teaser below along with the teaser for the “Steer The Script” ad, and let us know what you think. Both “Phoenix” and “Steer the Script” will air Sunday night during Super Bowl 47.