• Ad Age, Tuesday, November 13, 2007 12:17 PM

Grammy-winning hip-hop artist Common is replacing ex-NBA star Magic Johnson as the celebrity spokesperson for Lincoln. The rapper will mainly plug the Lincoln Navigator luxury SUV in ads across a variety of media, at events and online. Marc Perry, multicultural marketing manager for Lincoln, says Common appeals to consumers in their late 20s to mid-30s and will help meet the marketer's plan to make the Navigator and the Lincoln brand overall "hipper and a little cooler."

Lincoln hopes Common will help Navigator overtake General Motors' Cadillac Escalade as the most popular luxury SUV among African Americans, Perry says. Seven percent of all Navigator buyers from last October to March 2007 were African American. The Escalade had twice as many African-American buyers than any contenders in the SUV segment, says Alexander Edwards, president of consultant Strategic Vision's auto practice.

Common's first national ads break Nov. 25 during "Sunday Night Football" on NBC; but more targeted TV will begin after the New Year on cable. Magazine ads will break in February titles. Common will appear next spring at test-drive events, dubbed Lincoln Lounge, and will be integrated online at LincolnLounge.com.

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