Almost every car commercial in China inevitably has swelling orchestras, a super-intense VO, sunrises, and a man in a suit atop a mountain or skyscraper. This spot launching Lincoln in China had very little of that.
A brand film created for Lincoln China employees, partners and vendors, this mini-film defines the idea of Lincoln in China, and who it is for. (Like the others here, the original VO is in Mandarin, not English.)
A film shared on Lincoln's WeChat and Youku sites, with the people of Lincoln China describing what makes the Lincoln Way special.
A store built for relationships, not transactions.
When you visit Lincoln, it might not feel like a car dealership. That’s by design. Instead of a reception desk, you’re met with open space and welcoming smiles. Instead of talking to the back of a computer, you’ll speak with our Lincoln staff, specially trained in the art of listening. Instead of sales pressure, you’ll only feel a genuine desire from us to understand and take care of your needs. And instead of typical luxury vehicles, you’ll find our Lincoln MKZ and MKC, which are also designed to give you the kind of personalized, luxury experience that only Lincoln can provide. Because Lincoln is about your experience. We invite you to experience the Lincoln way.
People. Lincoln's most important standard feature.
Lincoln vehicles are equipped with many unique features and personalized technologies. But to us, the most important feature that truly sets Lincoln apart is our people. We've taken the concept of "one-to-one" service up several notches to "many-to-one." Hosts, Masters, Craftsmen and other specially trained Lincoln staff members are devoted to personally serving your needs. Each and every one plays a unique role in creating a luxury experience designed around your needs, from the moment you first visit us until long after you become a Lincoln owner. And the personal attention they provide comes standard on every Lincoln. We invite you to experience the Lincoln way.
Later for us means sooner for you.
We've all experienced it. The moment you're finally done with work, the service department is done working too. In the automotive industry, it almost seems like company policy. But when you own a luxury car as special and as personal as the Lincoln MKZ and MKC, every moment away from it – even for routine servicing – is no fun. So we offer extended hours for drop-off and pick-up of your Lincoln for Maintenance. That way, you don't have to be away from your Lincoln for any longer than need be, It's just one of the ways we respect what's most important to you. Because time is one of life's biggest luxuries. And we'll never waste yours. We invite you to experience the Lincoln way.
Lincoln is about to launch in China (spoiler alert: Matthew McConaughey is nowhere to be seen in ads there) http://t.co/MdkUSsOGY9
— Ad Age (@adage) November 2, 2014
CREDITS
AGENCY: Hudson Rouge
ECD: Doug James
CW: Thomas Li
AD: Chris Petersen-Clausen, Larry Chou
PROD: Ming Ni
DIR: Jeffrey Darling @ Moth (Stars), Christian Aeby @ Radical (Lincoln Way)