The Lincoln Motor Company has partnered with critically acclaimed artist Gary Clark Jr. for “Cord,” a new television ad that will air during the 59th annual Grammy Awards on Sunday (Feb. 12).
The 60-second spot features the Grammy Award-winning contemporary blues singer/musician plugging into a series of unique experiences. The scenario ties together Clark’s classic artistry with the luxurious quality embodied by the 2017 Lincoln Continental and the superior sound provided via the automobile’s 19-speaker Revel Ultima audio system.
The ad also includes a custom-built amplifier designed by Lincoln and engineered by Revel with 12 premium speakers. Handcrafted by brothers Ben and Jeff Fargen, the amplifier takes its design cues from the Lincoln Continental: from the grille, wood grain and leather to the back-lit LED Lincoln logo.
Clark, who performs a new version of his song “The Healing” during the spot, says of the collaboration, “The Lincoln Continental represents timeless luxury — and it sounds like it looks, straight-to-the-point classic. This felt like a natural fit. And I don’t know a guitar player who doesn’t like amps. This one doesn’t just look amazing, it gets you the most amazing sound.”
In previous years, The Lincoln Motor Company has featured collaborations with Beck and Aloe Blacc. “The Grammys, if you will, is our Super Bowl,” says Andrew Georgescu, Communications Manager for the Lincoln Motor Company. “Music is a passion point for our customers. And there’s a nice parallel between Gary’s contemporary interpretation of blues music, which is at the heart of American culture, and the automobile, which has been part of this country’s fabric for 100+ years.”
In association with “Cord,” Lincoln is offering several extras. Among them: a behind-the-scenes video of the spot’s shoot and development of the amp will be available on Lincoln Now and Lincoln’s YouTube channel. New renditions of both Clark’s “The Healing” and “When My Train Pulls In” will be available to the first 10,000 visitors for free download via the company’s website. And on Feb. 11, viewers can live stream Clark’s concert from the Lincoln Experience Center in Newport Beach, Calif. via Lincoln’s Facebook page at 10 p.m. EST.
Clark is also among the artists who will be performing at this year’s Grammy Awards. “Cord” will air twice during the Feb. 12 awards telecast, which begins at 8 p.m. on CBS, and once during the red carpet pre-show.
Watch Clark’s “Cord” Lincoln ad below.