Today’s audiences don’t want to feel that they’re being marketed to when they consume branded content. Successful ad campaigns recognize this fact and therefore embed their brand message within narratives that are authentic and compelling.
Authenticity has been the byword for the Lincoln Motor Company and its “Live in Your Moment” campaign featuring the Lincoln MKC. The MKC campaign launched last year in a series of highly successful spots starring Matthew McConaughey. The quiet, refined performance of the MKC inspired a contemplative performance from the Oscar-winning actor as he lived in his moment while driving the luxury sport utility crossover vehicle.
But there’s more than one narrative that can be told with the Lincoln MKC and other ways in which characters can experience their own moments. In fact, the beauty of the “Live in Your Moment” campaign is that it spotlights individuals living authentically while subtly capturing the various roles the MKC play in that process.
To deliver these authentic brand narratives, Lincoln partnered with Vimeo to produce a short film series built around the “Live in Your Moment” theme. The three films in the series were directed by emerging filmmakers interested in conveying a brand message artfully. These filmmakers were selected on the basis of work that strongly influenced the Vimeo audience and would closely align with Lincoln’s branded message.
Lincoln’s “Live in Your Moment” series from Vimeo include these three short films:
Bloom (co-directed by Diego Contreras and Khalid Mohtaseb)
This short film tells the story of Isabella, a young Argentinian woman who emigrates to the U.S. without being able to speak English. After a luggage mix-up at the airport, Isabella encounters a man with whom she cannot verbally communicate. Despite the language barrier, the two strangers bond through the experiences they share while driving in a Lincoln MKC.
Open Your Eyes (directed by Diego Contreras)
This tender tale focuses on an elderly blind man celebrating his 70th birthday with his daughter. As the omniscient narrator, the father conveys the dark thoughts that have consumed him since his blindness and the passing of his wife, along with the hope that arrives when his daughter drives him to the sites of his childhood. After riding in the Lincoln MKC, he is able to “see” the world from a new perspective.
The Perfect Place To Be (co-directed by Joshua Kang and Carissa Gallo)
In this bittersweet story, we follow a young couple as they move from the city in which they first met and fell in love. Though narration, the young woman reminisces wistfully about the place they’re leaving as well as expresses excitement about the city to which they’re arriving. The vehicle that transports them is, of course, a Lincoln MKC, thereby demonstrating that the perfect place to be is with the person you love.
Each of the short films in the “Live in Your Moment” perfectly encapsulate the quiet, authentic appeal of the Lincoln MKC that allows people to live fully. Visit The Drum for an inside look into the Vimeo “Live in Your Moment” campaign.