Hasta La Creative!

In the U.S., everybody’s talking about those much-parodied commercials for Lincoln starring Matthew McConaughey, his Texan drawl and his deep thoughts. (“Sometimes ya gotta go back to actually move forward.”)

Across the globe in China, the brand is channeling a different vibe for its entry into a market where Lincoln still has to introduce itself to consumers, and competition in the luxury car sector is already fierce.

As it prepares for the first three dealership grand openings next week, Lincoln’s ads have a highbrow feel, invoking both its century-long history and Chinese traditions. It’s also creating a new dealership experience with personalized service inspired by boutique hotels and luxury shops.

Continue reading at AdAge.com