Lincoln has collaborated with iconic photographer Annie Leibovitz for a new marketing campaign.
The campaign is called “That’s Continental,” and as its name suggests, it will focus on the new Lincoln Continental sedan. The unconventional campaign features a series of photo spreads taken by Leibovitz, which will appear uncredited in high-end print publications and social media feeds starting October 10. According to the American automaker, Leibovitz called on memories of childhood trips and the romance of the open roads as inspiration for the campaign.
Leibovitz has photographed celebrities, literary icons, politicians and high-profile events, but the Lincoln Continental is her first foray into automotive photography. The photos for the campaign were shot in and around New York City, and although the original assignment required only six photos, Leibovitz researched a route and created an entire narrative that was inspired by childhood road trips she took with her father.
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In the end, Leibovitz’s campaign features 10 photographs, telling a story with a nice backdrop of rural and urban settings.
“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.”
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