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Lincoln - Phoenix

February 03, 2013 | :30

Ford's Lincoln luxury brand came to Super Bowl XLVII in 2013 with two spots by Hudson Rouge, a recently created division of WPP dedicated exclusively to the brand. "Phoenix" serves as the anthem, announcing to the massive audience that the stodgy old Lincoln they may remember -- pictured at the start of the ad -- has become something else entirely. In a departure from contemporary Super Bowl tradition, the ad is a version of a spot that aired before game day.

The second spot, "Steer the Script," was comprised of ideas submitted via Twitter.

Send credit info to SuperBowlAdArchive@adage.com.
  • BrandLincoln
  • Year2013
  • AgencyHudson Rouge
  • Superbowl #XLVII
  • Quarter airedQ2