Cannes Lions

A “Midnight Rider” with 400 Horses

HUDSON ROUGE, New York / THE LINCOLN MOTOR COMPANY / 2017

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Overview

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Credits

Overview

Description

We wanted to find a piece of music that would appeal to an affluent audience aged 40+ but still in their prime. The Allman Brother’s “Midnight Rider” had that renegade edge, but we wanted to go against the country-rock genre to make it fresh and relevant.

Sharon Jones and the Dap-Kings were known for their high-energy performances, as well as working with large groups of musicians. We believed that the creative energy they would bring to a cover of “Midnight Rider”, along with 25 additional musicians, would evoke the feeling of driving the 400hp MKZ.

Sharon Jones and the Dap-Kings have a retro yet contemporary feel that is creatively in line with how Lincoln is reinventing itself: as a classic brand, reinterpreted.

Execution

We recorded the track with the Dap-Kings in their studio in Bushwick, Brooklyn on Easter weekend of 2016. A week later, we were in LA, shooting them at the old Park Lane Hotel.

The Lincoln/Sharon Jones partnership demonstrates Lincoln commitment to bring amazing vehicles to consumers in new and original ways. The song selected maintained the integrity of its original recording, but brought a new level of sound and soulfulness to the track. It was relatable in many countries and was able to be shared across digital platforms with music enthusiasts in a first of its kind way for Lincoln.

Outcome

•The Lincoln version of “Midnight Rider” has been streamed almost half a million times on Apple Music.

•Music industry giants like Rolling Stone and Music Aficionado praised Miss Sharon Jones and Dap-Kings funky, slick version of “Midnight Rider”.

•Downloads of this unique single on iTunes exceeded Lincoln’s and Daptone Record’s expectations.

•The music video has enjoyed a quarter of a million views on YouTube and on LincolnNow.com

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