• by Tanya Gazdik , Yesterday

Lincoln today launched its annual Wish List Sales Event with a heartwarming new campaign.

“The Little Entrepreneur” from Hudson Rouge features the Lincoln Navigator and focuses on the power of generosity during the holiday season.

Creative tells the story of an enterprising girl who sets up a hot cocoa stand from the tailgate of her father's Lincoln Navigator, brought to life by the functionality of the Lincoln split gate. 

After a quiet start, her persistence is rewarded as the community gathers, and she sells out of cocoa. The story culminates in an act of generosity: she donates her earnings to a bell ringer collecting for charity. This final gesture is the emotional heart of the campaign, shifting the focus from a traditional sales message to one of community and connection.

The spot ends with the copy “Wishing you generous moments this season” superimposed on the downtown scene as the Navigator drives away. 

Recording artist Astræa created an original song, “Share A Little Light,” for the spot, which she highlights on her social media pages, including Instagram.

The 90-second spot will be featured in select cinemas this holiday season. There is also a 30-second cutdown which dealers can personalize on their social media. 

To extend the campaign's message of warmth beyond the screen, Lincoln retailers will receive cocoa kits with props inspired by the film, allowing them to set up their own hot cocoa stands utilizing the Lincoln Split Gate in the Navigator and inviting customers to experience the spirit of the campaign firsthand.

This year’s sales event is a celebration of generosity, says Megan McKenzie, head of Lincoln U.S. marketing and communications.

The spot “reminds us that success is sweetest when shared and that a single act of kindness can embody the true meaning of the season,” McKenzie says in a release. The brand is “enabling meaningful moments for our clients that reflect the quiet confidence and strong sense of community at the heart of the Lincoln brand,” she adds. 

The spot resonates with the true spirit of the holidays, says Jon Pearce, global chief creative officer, Hudson Rouge.

“From the back of the Navigator-turned-hot-cocoa-stand to the warm, uplifting ride home, the film uses the vehicle as a sanctuary for a young entrepreneur's generous spirit,” Pearce says in a release. “Her choice to donate her earnings redefines modern luxury as an act of generosity.”

The "Wish List Sales Event" is active at Lincoln retailers nationwide through Jan. 5.