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Lincoln Motor Company: Waze World
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Navigation takes a surreal turn in the latest spot from Hudson Rouge, as they bring the iconic characters that live inside the popular community-based Waze app to life. For the launch of the new Lincoln MKC, Hudson Rouge, Lincoln’s AOR, needed to demonstrate the collection of social technology that comes standard in the “well-connected” SUV. The spot opens on a young couple driving through a cityscape as the female driver uses the voice-activated command and instructs Waze to “take them downtown.” Their environment quickly becomes surreal as the Waze icons come to life in the streets around them. “People rely more and more on social tech to help them navigate. We wanted to showcase the connectivity of this vehicle in a memorable way. Bringing them to life using size and scale brought some charm to it,” says Jon Pearce, Global CCO at Hudson Rouge.
Visual effects are a big component of this spot and something new for Lincoln. “This was a fun challenge,” says Chris Knight, Executive Creative Director at The Mill. “It was essential that the icons feel artistic and almost a bit surreal, yet maintain their identity so they’re recognizable as the Waze iconography.” The spot was filmed in Chicago by award-winning director Dante Ariola, with Oscar-Award winning cinematographer Hoyte Van Hoytema as DP.
Production Company: MJZ Related
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