As an automaker, we’ve always tried to go places where others have not. We build cars that are effortlessly different, for people who are effortlessly different. Cars that are crafted around the individual.
So instead of telling the world that Lincoln respects individuality, we decided to prove it. We turned to you. We let you steer the script of the next Lincoln commercial featuring the new MKZ.
We set out to reimagine what a commercial can be, and build a story from your most entertaining and human real-life road trip experiences. Yet we knew we’d need a little help to bring our idea to life.
We quickly enlisted the aid of comedian Jimmy Fallon to do just that. With Jimmy’s help, we hatched a plan to collect your tales from the road via Twitter. And at 12 noon on December 5th @JimmyFallon and @LincolnMotorCo kicked-off the script with a single tweet, “What’s the craziest thing that ever happened to you on a road trip?”
For three days you tweeted us some truly unique stories ranging from laugh out loud, to the genuinely touching. And for the next several days and late, late nights, Jimmy Fallon and our creative team narrowed down your tweets from thousands, to hundreds, to the top twenty, to the final five. Armed with too much great material, we stitched together your road trip stories into a script as truly individual as the new MKZ.
Literally hours after the final draft was complete, our crew of set designers, cinematographers, and our all-star director, Matt Piedmont, breathed life into your tweets. And only one month later, our cast, crew, and creative team arrived on set along with our five final tweeters for the week- long shoot. It was record time for a major film production, yet never have we been more proud and more amazed by the final piece of advertising that you helped produce.