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Campaign
Agency Network: 
Published/Aired: 
December 2009

Also From This Campaign 4

Description

JSM CD/EP Joel Simon led a team of composers in the creation of lively soundtracks complementing the action in four new spots promoting the Lincoln MKS luxury vehicle. The series of :15s, created in specifically for UniWorld, showcase JSM's ability to enliven even the most limited action sequences with an original score.

Drive stars a smiling woman piloting her MKS through rolling, verdant terrain. A funky, upbeat track accompanies the action as the driver accelerates using the car's environmentally friendly yet powerful EcoBoost technology.

Go also promotes EcoBoost, as a determined man uses the system to accelerate from the gloom of a rainstorm to the sunshine of open countryside. The music perfectly complements the transition from dark to light, shifting from a slightly menacing beat to a lilting, whimsical tune by the final sun-soaked beach scene.

Play, shot almost entirely in the car's interior, stars a man in lighthearted awe of the MKS's Active Park Assist, which parallel parks the Lincoln without human assistance. A playful tune synchs joyously with the motions of the smiling driver, who appears to be dancing with the steering wheel as it backs the car into its space.

Stay features the voice-activated navigation system, and introduces a driver stalled in a traffic jam who calls out to the system, and, with new directions, heads off on the open road. A subdued, carefree beat evokes the ease of the new technology and the relaxed element that it introduces to the man's life.

"The challenge here was to make meaningful soundtracks for :15s; trying to capture the exact mood of each spot in a very short spot," noted Simon. "UniWorld was extremely cooperative in sharing fully at each phase of the creative process so we could really fine tune each score to the spot's message."

Film advertisement created by UniWorld, United States for Lincoln, within the category: Automotive.

Advertising Agency: UniWorld, USA
VP / Group Creative Director: Lisa Llewellyn
ACD / Art Director: Jarek Carrethers
Sr. Producer: Marjorie Clarke
Prod Company: Backyard Productions
Director: Jeffrey Karoff
Producer: Karen Chen
Post / Effects: Rhino
CD: Vico Sharabani
Designer / Animator: Kevin Quinlan
Producer: Linda Gallagher
COO / EP: Camille Geier
CEO: Zviah Eldar
Managing Director: Rick Wagonheim
Editorial: Lost Planet
Editor: Bob Jenkis
Music: JSM
Composers: John Sneider, Joel Simon
EP: Joel Simon
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Highest Rated

Prof's picture

i think those ads are the worst ive seen in months. and what the hell is with only black people? did i miss something? affirmative action strikes back?

the client didnt need an agency for that, any secretary from the client could have come up with that.

this kind of advertising infuriates me.

Prof
Activity Score 1449
Copywriter |

Quite really.

Leafs fan's picture

Jesus. These 4 turds are worse than the shit that preceded them. But thanks for the treatise of an explanation. I don't think I would have understood them otherwise. Shit X 4.

Leafs fan
Activity Score 26
ACD
morse's picture

Not good enough for this site.

morse
Activity Score 18121
Art Director |

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

Stones's picture

This is such a terrible ad. I really don't see the creatives taking much time to come up with this one

Stones
Activity Score 138
satrianee's picture

"you can even ride while it's raining." great message.

satrianee
Activity Score 3748
munirgee's picture

lol, very funny!

munirgee
Activity Score 454
Creative Director at Pakistan |

M Munir Bhatti
http://twitter.com/munirgee | http://facebook.com/munirgee | http://www.xperts.net.pk

indo's picture

Funny indeed!

indo
Activity Score 72
Creative Director at creative /FA and production. University of Lagos (Unilag)
Prof's picture

i think those ads are the worst ive seen in months. and what the hell is with only black people? did i miss something? affirmative action strikes back?

the client didnt need an agency for that, any secretary from the client could have come up with that.

this kind of advertising infuriates me.

Prof
Activity Score 1449
Copywriter |

Quite really.

silvi's picture

Are we in "craps of the world"? This ad is just crap.

silvi
Activity Score 4172
Copywriter
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