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Lincoln explores how to be a ‘Good Man’ with Ne-Yo

Dive Transient:

  • Ford’s Lincoln Motor Co. unveiled the newest bankruptcy of its Lincoln First Concentrate track collection starring singer, songwriter and Grammy winner Ne-Yo and that includes his new unmarried “Just right Guy,” consistent with a information free up. 
  • The 6th installment of the collection facilities at the 2018 Lincoln Navigator, with a video appearing Ne-Yo discussing what impressed his track, particularly methods to be a excellent guy. The marketing campaign additionally showcases Lincoln’s Revel sound machine, and the way the brand new Navigator options Lincoln Play and a rear-seat leisure machine that shall we passengers movement films, TV displays, video games and different content material by the use of cellular units. 
  • Lincoln First Concentrate debuted in 2016 to focus on each rising and established musicians from at the back of the wheel of the emblem’s automobiles, consistent with the discharge. The initiative additionally contains occasions and live performance collection. 

Dive Perception:

Automobile promoting has historically leaned into macho topics like toughness and ruggedness with the intention to goal a predominantly male target audience. Lincoln is attempting to take a extra delicate, nuanced spin on masculinity with the R&B singer Ne-Yo and on the similar time spotlight mobile-ready the options incorporated in its newest Navigator style. Whilst the hassle may well be admirable in defining what it takes to be a “excellent guy,” it dangers alienating girls, who’re in most cases underserved in car advertising.   

Gender stereotyping could be a turnoff for plenty of customers, particularly more youthful age teams like Gen Z and millennials. Lincoln is not the one automaker to take a look at and steer clear of an overly-rugged symbol. Mercedes-Benz Vehicles previous this month introduced a “Tricky Conversations” content material collection that includes Henry Rollins to problem concepts of toughness. The marketing campaign options podcasts, a one-hour TV documentary, and virtual and social media advertising.

Out of doors of the car section, different manufacturers have additionally lately run efforts analyzing what it approach to be a person and what defines masculinity. Grooming and shaving startup Harry’s in February launched a poignant brief movie titled “A Guy Like You” that recommended there is no definitive solution to the query. Like car, the razor class has in most cases been outlined via macho-type messaging that may come throughout as stale. 

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