Lincoln Enlists Annie Leibovitz in Continental Campaign


The main star of Lincoln’s new ad campaign isn’t a big name actor – it’s a big name person behind the camera. Namely, world renowned photographer Annie Leibovitz.

Lincoln teamed up with the famed photographer in its new ad campaign for the just relaunched 2017 Continental. We have to say it was a good move. Her shots show the sedan looking its very best.


“We partnered with the world’s pre-eminent portrait photographer to launch the new Lincoln flagship,” says Kumar Galhotra, president of The Lincoln Motor Company. “Annie Leibovitz is a photographer of substance. The rich, warm emotions her photos evoke, mirror the feelings we want our clients to experience on all their journeys in the new Lincoln Continental.”


The campaign, with the tagline “That’s Continental,” was shot in the New York City area. It focused on the romance of the open road and nostalgia for childhood car trips. Leibovitz actually researched a route herself and the locations were inspired by childhood trips with her dad.

There were two big ideas here. One is keeping things authentic, a theme Lincoln says Leibovitz shares with the brand. The other goal was to capture shots involving everyday people. Well okay, not actually everyday people. More like young “hip” non-professional models. The small group consisted of an actor, artist, musician, and film director. There’s even a dog in there, too.


The shift from star actor to going with a star photographer marks a change in Lincoln’s recent campaign strategy. Beginning in 2014, we saw it focusing on television ads with Matthew McConaughey

Photo Credit: Lincoln
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