Serena Williams Stars in the Lincoln Navigator Grammy Spot


Lincoln Motor Company released a spot for its Lincoln Navigator SUV during the Grammy Awards. The Lincoln Navigator spot featured tennis icon Serena Williams, she is the brand’s new ambassador. Her role as the brand’s ambassador was announced about a year ago. Serena Williams is one of Lincoln’s “authentic ambassadors”. She has already featured in one of the brand’s campaigns. Williams appeared in brand’s digital Lincoln Navigator launch. In the campaign, she talked about her first Lincoln Navigator which she called Ginger. The new Lincoln Navigator spot was a 60- second spot that’s titled Sanctuary. The spot was created by the Hudson Rogue advertising agency.

About the Lincoln Navigator Sanctuary Spot

The Sanctuary spot for the Lincoln Navigator starred Serena Williams and was debuted during the Grammys. In the spot, Serena Williams takes shelter from the rain in her Lincoln Navigator.  She is shown to be relaxing in the car’s comfortable cabin as the storm rages on. She turns on the audio system to play Sarah Vaughn’s rendition of “Make Yourself Comfortable.” Sarah Vaughan is a 9-time nominee and 4-time Grammy award winning jazz singer. As the music plays, Serena reclines her seat and takes in the scene as she gets a massage. The shot then focuses on the vehicles 20 speaker Revel Ultima Audio system as she turns the volume up to drown out the sound of the rain.

Video of Lincoln Navigator- Sanctuary

After the Grammy debut of the Lincoln spot, the car brand also released the spot on its brand and social media channels. The spot will also be supported with digital through NBCU and Billboard online.

Lincoln Celebrates President Abraham Lincoln

The car brand also celebrated its namesake President Abraham Lincoln during the Grammys Awards. They celebrated their heritage and also celebrated President Abraham Lincoln, their celebration comes days before his birthday. The spot was named Namesake and was also supported by the brand’s brand and social media channels. Eric Peterson the brand’s marketing communications manager spoke about the two spots. He stated that airing the two spots at an impactful show like the Grammys is a tremendous opportunity for their brand. He also said that their connection to music and their namesake’s birthday creates an authentic connection between Lincoln and luxury buyers.


Please enter your comment!
Please enter your name here