Iconic Photographer Annie Leibovitz Shoots Unconventional Lincoln Continental Campaign
October 10 2016 - 9:43AM
Business Wire
- The modern interpretation of Lincoln’s
flagship vehicle will be featured in a series of photographs built
around a road-trip storyline
- Annie Leibovitz, considered by many to
be one of the greatest living portrait photographers, is known for
unconventional and inspirational photos of celebrities and
high-profile events; this is her first foray into car
photography
- The new 2017 Lincoln Continental, the
ultimate in quiet luxury and effortless power, is heralded for its
superior craftsmanship, inviting interiors and design details; it’s
the main character in the unique storyline of the campaign
Acclaimed photographer Annie Leibovitz called on memories of
childhood trips and the romance of the open road as inspiration for
a series of photographs to introduce the highly anticipated Lincoln
Continental, now in dealer showrooms.
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Annie Leibovitz introduced the 2017
Lincoln Continental as the main character in the unique storyline
of an engaging photo campaign. (Photo: Business Wire)
“That’s Continental,” is the tagline for a series of Leibovitz
photo spreads that will appear, uncredited, in high-end print
publications as well as social media feeds beginning Oct. 10.
“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.”
Leibovitz, admired for her use of bold color and unconventional
poses, has photographed celebrities, literary icons, politicians
and high-profile events. Her work has included covers for Rolling
Stone and Vanity Fair – the latest featuring rock legend Bruce
Springsteen. This is her first foray into car photography.
“Annie creates rich, engaging narratives through her
photographs,” says John Emmert, group marketing manager of The
Lincoln Motor Company. “And in this story, the Continental is the
key character that enables a memorable journey.”
The new Lincoln Continental is the ultimate in quiet luxury and
effortless power, heralded for its superior craftsmanship, inviting
interior and thoughtful design details. The vehicle has been
expressly designed for discerning clients seeking a world-class
driving experience.
The photos for the campaign were shot in and around New York
City with a small group – Leibovitz, her crew and the
non-professional models – an actor, an artist, a musician and a
film director (who brought along his dog, Seven, also featured in
the photos).
The choice of surrounding the Continental with non-professional
models reflects Leibovitz’ insistence on authenticity – another
trait she shares with the Lincoln brand.
Although the original assignment required only six photos,
Leibovitz, true to her nature, researched a route and created an
entire narrative that was inspired by childhood road trips she took
with her father.
“She said that’s how she first developed her photographic eye –
by looking out the back window at the horizontal framing of the
landscapes of America,” says Emmert. “So in the end, we have 10
different shots that tell a story with a nice backdrop of rural and
urban – and all decidedly unconventional in terms of car
photography.”
While the car has been completely redesigned and re-interpreted,
the name – and the history – still resonates with the public.
“That’s why we’re using ‘That’s Continental,’ as our launch
theme,” says Emmert. “It suggests a continental approach to life,
as well. Being curious, being confident, wanting to know more …
it’s the embodiment of Lincoln.”
For more information and behind-the-scenes video, see
lincolncontinental.com/roadtrip
About The Lincoln Motor Company
The Lincoln Motor Company is the luxury automotive brand of Ford
Motor Company, committed to creating compelling vehicles with an
exceptional ownership experience to match. For more information
about The Lincoln Motor Company, please visit media.lincoln.com or
www.lincoln.com. Follow us on Facebook at facebook.com/lincoln.
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The Lincoln Motor CompanySaid Deep,
313-594-0942sdeep@lincoln.comorVanessa Bohlscheid,
313-322-4667vbohlsch@lincoln.com
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