For the launch of the Aviator, we continued on with the classic Lincoln campaign using Matthew McConaughey. We tried a couple of approaches over a two phased campaign. The first looked at the ever expanding sea of angry performance machines within the luxury category. Something Lincoln felt luxury should never be. We also had the unique experience with that spot of recording the music with the Detroit Symphony, who also recorded the alert sounds for the Aviator itself.
For phase two, we had a new tagline: The Power of Sanctuary. So we wanted to highlight the fact that being inside a modern Lincoln, was a calming, revitalizing experience. So we set off to the Canadian Rockies, in Alberta. Here, we thought maybe Matthew might be an ice fisherman. The guy loves the outdoors, and really enjoyed the idea of being an expert of such a quiet exercise. The song he’s whistling is, “the Fishing Hole” from the Andy Griffith show. And all the sound is ASMR, to make you feel like you’re there.
I also shot a ton of still images at both the shoots. Many ended up being used by Lincoln for the launch purposes.