Lincoln is promoting itself as a premium luxury automaker and befitting this aspiration is the strategy to promote it appropriately. As a result, the brand is expanding its line-up of celebrity brand ambassadors. The latest to join the campaign is tennis superstar Serena Williams. Williams will be the face for exclusive online content.

Lincoln’s creative agency has released four short spots that will appear on Lincoln and Williams’ social channels.

This isn’t Williams’ first time behind the wheel of Lincoln. The first car she ever purchased was a Lincoln Navigator she named Ginger. She passed the SUV along to her niece eight years after buying it.

“When I bought my first car, Ginger, it was my big step-up,” says Williams. “I had a real luxury car now, it looked great and I felt safe. When the opportunity came to work with the Lincoln Navigator today, I was really excited because it brought me back to all of those moments I had in my first vehicle. For me, partnering with a brand like Navigator comes from a genuine place.”

“Serena is an amazing athlete who has won 23 Grand Slams, but she also has a family, she has her own clothing line, she sits on major boards, she’s philanthropic — she has all these competing demands on her time,” Lincoln Group Marketing Manager John Emmert said in a statement. “We know that time is our Navigator client’s ultimate luxury as they balance everything in their busy lives, and Serena exemplifies that balance with poise and grace.” It’s not the first time Williams has endorsed an automotive brand.

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