With a nod to Matthew McConaughey, I should say I have not been writing about Lincoln long before anyone paid me to. But I suppose I am writing this to make a statement — McConaughey doesn’t want to make a statement, remember? — about a new collaboration between the Lincoln Motor Company and Vimeo.
Together, they have a video project “Live In Your Moment,” a collection of short films produced by Vimeo-chosen filmmakers. Three have been made; I’ve seen two that were sent to me.
These are short video stories not really too big on selling the specific attributes of the Lincoln MKC brand SUV, but on the attitude that fit its own image. In the first, the 5:30 long “Open Your Eyes,” a woman goes home to Louisiana to visit her 70-year old blind dad, in her new MKC. This video, from young, acclaimed advertising filmmaker, Diego Contreras, has lots of pretty, lovingly-filmed scenes of the countryside moments, and (surprisingly few) glimpses of this sleek car and really, I thought, man, it’s too bad her bluesman-type dad can’t see any of this. It’s improbably beautiful, infused with some beat-type narration about living life in the shadows, and getting out into the light and all that.
The second spot, “The Perfect Place To Be” features a young couple (in Los Angeles, I read) who are moving out to Portland, and our narrator, the wife/girlfriend, is talking into an audio recorder in her empty apartment about all the good times she and husband/boyfriend Adam have spent together.
In this 4:30 film, we see lots of the MKC. We also see that this couple may be 25 (and no more than 28), and since we’ve seen a lot of packing going on, we also know, no kids, not a ton of possessions, some love of albums. Why/How are they driving a Lincoln MKC, I wonder? Are young vagabonds going to see this video and buy one?
And mostly, I wonder, why would I watch either of these videos? I’m really asking rather than criticizing here because the films themselves are nice enough. But how would I come to see these things and be compelled to watch either of them, if I happened to stumble upon them? They don’t particularly show off the MKC, or tell a unique but definable story. Please. Readers, help here.
In the press release about this campaign, Dave Rivers, Lincoln’s marketing communications manager explains: “‘Live in Your Moment’ recognizes that we live in a busy yet exciting world — one where we all need time to reflect and organize our thoughts. The first MKC is a quiet and powerful environment for that reflection and the campaign is designed to create awareness, conversation and purchase consideration in an emotional manner.”
Oddly, the purchase consideration I got came from checking the Web site to see if I could also find the videos there (I couldn’t) and where I discovered the MKC’s base price is a lot lower than I imagined it would be. There! I learned something, and I got a little emotional.
But I doubt many consumers will come to the Lincoln site to try to figure out the purpose of the extra-long video they just saw. I took the time because, unlike Matthew, in a way, I’m being paid to write about online video ads like this one from Lincoln.
They say someday the brands will make most of the content, and we’ll like it. Red Bull, your name is dropped so often! I don’t doubt that’s true, because again I ask, how/why would someone deliberately watch these videos, nice as they are? And as a commercial, does this sell even one car? Help me out here.