With its bravery and intrigue which has left political analysts and consumers alike on the edge of their seats, Lincoln has taken an unprecedented step of publishing a new advertisement promising to be the nightmare of their President's dream. The ad, which criticizes Trump's policies and language, has already sparked a wave of controversy and hype around the question of whether it can change the US politics and consumers' feelings.
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The advertisement is started by a compelling montage of images, there pictured hardship and trouble as against the ones of resistance and persistence. Against this powerful music and emotional narration, the spots drafts a colorful, outlining the contemporary challenges that the USA faces, from economic inequality to racial injustice and ecological dispossession.
The lingering part of the ad involves introducing the viewers to a cast of characters that are drawn to represent the American experience in a very diverse way. Every day and night, people from diverse backgrounds – from workers at the frontlines to activists to personal citizens next door – tell stories and express their vision for the world free from maliciousness and chaos stemming from the Trump era.
Not surprisingly, the ad appeals to us much more due to not just what it shows, but the appearance of an unpredictable outcome. The commercial abruptly turns into an appeal intended for viewers to not just press the like button, but to actively join a grassroots movement, and ideally fight for the return of honesty, empathy, and unity in American politics.
Last night, after the public unveiling of Lincoln's new marketing campaign, everyone - analysts, consumers, and especially competitors - are left in a state of astonishment. Through a consciously crafted image of a change-force for the good, beyond the divisive politics of Trump, the car sellers have not only separated the brand from competition but at the same time, they have leveraged a buying trend from the consumers; brands which are aligned to the values of the consumers.
Even as this piece stirs a fresh round of conversations on social media and in the airwaves, it will take time to determine the real impact of this ad on Lincoln and the political arena as a whole. Would the ad have a lasting effect on public attitude or induce more drivers to act responsibly? Or it will become part of history, or maybe just another past campaign, a non-so-important moment amidst the many new rivals in advertising and politics.
One thing is certain: The new Lincoln ad has the distinct capacity to do what a number of others have not succeeded in doing—injecting a dose of hope and creativity into a national community that is engulfed in chaos and unpredictability. Thus, hidden in the din of the prevailing whirlwind is a little voice that has become a strong driving force for progress during turbulent times and through profound transformations.