Lincoln is pumping up the beat during the biggest night in music.
The Michigan-based luxury automaker will debut a new commercial featuring the 2017 Lincoln Continental during the Grammy Awards show. The ad is for a one-of-a-kind amplifier engineered by Revel and designed by Lincoln, and will feature visual cues from the Continental.
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Lincoln collaborated with Gary Clark Jr. for the spot, a well-known contemporary blues singer/songwriter known for his guitar skills. Clark won a Grammy in 2014 for Best Traditional R&B performance at the 56th annual Grammy Awards, as well as earning a Grammy nomination in 2013 for Best Rock Song. He will be prominently featured in the commercial alongside the 2017 Continental and the Revel amplifier.
The exclusive amplifier was built by brothers Ben and Jeff Fargen, handcrafters of guitar amplifiers since 1998. It offers extraordinary sound quality and is outfitted with 12 premium Revel speakers. The collaboration attempts to reflect the quality and craftsmanship of the 2017 Lincoln Continental and Revel audio.
“Creating a one-of-a-kind amplifier was an original way to showcase the superior sound of the Revel audio system available in most Lincoln vehicles – and celebrate the artistry of music,” says John Emmert, group marketing manager, The Lincoln Motor Company.
There isn’t a better night to showcase this unique sound system than the Grammys, beside as supreme a talent as Gary Clark Jr. The ad will run three times, twice during the show and once during the red carpet pre-show, and will feature Clark Jr. performing a new interpretation of his song, “The Healing.”
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