Today Lincoln unveiled its latest Navigator campaign – Letting Go – with longtime ambassador and owner Serena Williams. The campaign features the brand’s flagship full-size SUV and focuses on the ease provided by Lincoln BlueCruise, an advanced hands-free driver assist technology for highway driving.
In Letting Go, we see a pregnant Serena Williams standing next to a Lincoln Navigator on a beach. As she looks out to the ocean, she appears to be imagining a moment back in time, and we make the connection that she imagines herself as a young girl receiving a lesson from an instructor on how to float on her back, learning to trust the buoyancy of the ocean for the first time. Serena is now behind the wheel of her vehicle, and engages Lincoln BlueCruise, releasing her hands from the steering wheel just as the instructor’s hand leaves hers as a young girl. We not only get a sense of the trust we place in Lincoln BlueCruise, but the freedom it conveys, as we see the vehicle drive along a bridge over water at dusk.
“Serena is an exceptional athlete, entrepreneur, and an authentic brand ambassador for Lincoln and our flagship Navigator SUV,” said Megan McKenzie, head of U.S. marketing and marketing communications at Lincoln. “We are honored to be a part of this pivotal moment as she embarks on the journey as a family of four, and hope that the Navigator continues to provide sanctuary to her on and off the road.”
Available in the Navigator, Lincoln BlueCruise adds a new level of convenience for drivers. Signature blue light cues appear on the digital cluster and head-up display to indicate when the system’s advanced camera and radar are activated, enabling drivers to operate the Navigator hands-free on prequalified sections of divided highways. A driver-facing camera in the instrument cluster monitors eye gaze and head position to help ensure a driver’s eyes stay on the road.
