As the Super Bowl has grown in popularity, the pressure on advertisers to deliver memorable commercials has increased exponentially. In this day and age, it is easier to get viewers involved with the experience, which Lincoln has found a way to do.
Not to say that there isn't a lot of thought and imagination being put into Super Bowl spots, because it is an arduous task that anyone not named Don Draper could feel overwhelmed by.
When you are faced with a daunting challenge, what better way to get ahead of the curve than by eliciting a response from real people who can provide real stories. Lincoln teamed up with Jimmy Fallon to ask for the best road-trip stories that people had through Twitter.
The car company took the five best stories and was able to turn it into a spot that will run on Super Sunday. Like so many Super Bowl commercials, the Lincoln ad has made its way online in advance of the big game.
It is a nice change of pace from the doldrums that you usually see with Super Bowl commercials anymore. Lately a lot of companies have fallen into a pattern where they have to use a pretty girl in skimpy clothing.
While there is certainly a market for that, especially during a male-dominated sporting event, it doesn't exactly require a lot of imagination.
A commercial is supposed to be a short story that makes you excited about a product. The advertisers want you to think about their product long after that spot has ended.
When there is a pretty girl with barely anything on, you might be thinking about the spot, but certainly not the product.
What Lincoln is doing is something that could be a huge game-changer moving forward. By taking real-life stories that likely have some kind of emotional connection to the viewer, it will be easier to form a true bond with the audience.
Social media is the wave of the present and future, so it is surprising that it has taken this long for a company to go all-in on a gimmick like this. Without seeing all the spots that will air, it is safe to say that Lincoln has a leg up on the competition heading into the Super Bowl.