Lincoln Amps up Presence at Biggest Night in Music with New Ad, Ultimate Sound Experience

  • The Lincoln Motor Company will debut a new Continental spot featuring
    contemporary blues musician Gary Clark Jr., and a one-of-a-kind
    amplifier featuring visual cues from the 2017 Lincoln Continental; the
    ad will air during the biggest night in music, broadcasting Feb. 12
  • Gary Clark Jr., is a contemporary singer/songwriter known for his
    extraordinary guitar skills from rock n’ roll to blues and hip-hop
  • The exclusive amplifier, engineered by Revel® and designed
    by Lincoln, was built by brothers Ben and Jeff Fargen, who have been
    handcrafting guitar amplifiers since 1998; it reflects the quality and
    craftsmanship of the 2017 Lincoln Continental and the superior audio
    of Revel

DEARBORN, Mich.–(BUSINESS WIRE)–Music is a passion point for many Lincoln clients, so a presence at the
biggest night in music seems only natural – particularly one that
centers on offering outstanding performance and a superior sound

The Lincoln Motor Company is collaborating with contemporary blues
singer and guitar virtuoso Gary Clark Jr., who is starring in a new
60-second spot that will air twice during the ultimate music awards show
beginning at 8 p.m. EST Feb. 12 on CBS as well as once during the red
carpet pre-show.

The new Lincoln spot also will feature an exclusive custom-built
amplifier designed by Lincoln and engineered by Revel. The amplifier,
outfitted with 12 premium Revel speakers, offers exceptional sound
quality and allows each brand’s expertise to shine. Revel engineers
honed the state-of-the-art technology, while design values of the 2017
Lincoln Continental are visible throughout, from the instantly
recognizable grille, the wood grain and the leather to the back-lit LED
Lincoln logo.

“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.

One-of-a-kind sound experience

Built by brothers Ben and Jeff Fargen, who have been handcrafting guitar
amplifiers since 1998, the one-of-a-kind amplifier is designed to
reflect the craftsmanship, quality and performance of the Lincoln
Continental and the superior sound of Revel.

“In seeing the new Continental and seeing what Revel has done with their
speakers, it was easy for me to say, ‘OK, we’re going to match that
intensity, that quality and integrity,’” Ben Fargen says. “For us
craftsmen, it’s also always about reaching a new level, about setting
the bar higher than the competition, reaching deep into the framework of
what Lincoln and Revel have already done and saying, ‘Where can we take
it next?’”

An amplifier – utilized by a musical artist who would do it justice –
seemed a natural fit.

“Revel and Lincoln were looking for something that would celebrate
sound, power, rock n’ roll, all of the raw things that people love about
music,” Fargen says. “I want the performance and the intensity of the
Lincoln Continental to show through the first time the artist plugs into
the amp.”

Synonymous with quality and accuracy, Revel is HARMAN’s most exclusive
loudspeaker brand. In the 2017 Lincoln Continental, available Revel
premium audio works in concert with the vehicle’s interior design and
acoustics, transforming the cabin into a personal amphitheater with
three distinct listening modes – stereo, audience, and onstage. The
available 19-speaker Revel Ultima™ audio system uses patented Clari-Fi™
music reconstruction technology to enhance digital sources for clear,
crisp, dynamic sound.


The 60-second spot starts with the Gary Clark Jr. arriving at an empty
theater in the new Lincoln Continental. As the spot continues, he is
standing onstage plugging his guitar into the one-of-a-kind amplifier,
which takes its aesthetics from the flagship.

“To me, the Lincoln Continental represents timeless luxury – and it
sounds like it looks, straight to the point classic,” he says. “This
collaboration felt like a natural fit. I don’t know a guitar player who
doesn’t like amps. And this one doesn’t just look amazing, it gets you
the most amazing sound.”

Throughout the ad, he performs a new interpretation of his song, “The
Healing.” The camera closes in on the guitar cord, which acts as a
visual timeline, taking viewers through different stages of the
musician’s life.

Gary Clark Jr. feels the song – and the spot – will be relatable to many

“Every single memory I have, there’s a song that goes with it,” he says.
“Music is the most powerful form of communication that we have, and it
can be very healing if you get people on the same page and share a

View “Cord” here.

In addition to the 60-second spot, viewers can learn more about
Lincoln’s collaboration with Gary Clark Jr., Revel and Ben Fargen in a
few other places:

  • On Feb. 8, a behind-the-scenes video on the overall collaboration and
    the development of the amp will be available on Lincoln
    and the Lincoln YouTube
  • On. Feb. 10, “Cord” will be featured on a YouTube desktop takeover
  • A new rendition of Gary Clark Jr.’s “The Healing” and “As The Train
    Pulls In” will be available for the first 10,000 visitors for free
    download via Lincoln
  • On Feb. 11, viewers can livestream a Gary Clark Jr. concert from the
    Lincoln Experience Center at Fashion Island, Newport Beach, Calif., at
    10 p.m. EST via Lincoln’s
    Facebook page

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
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