The Lincoln Concierge
September 9, 2013 13 Comments
I’m fascinated by this commercial for Lincoln.
From what I can tell:
A skinny beta guy steps to the curb and a cute multiracial model appears before him. She’s the “Lincoln Concierge”. She talks about the car or whatever (I couldn’t follow what she was actually saying), then disappears, as it is revealed that this is all a fantasy taking place in his head. He’s really sitting in front of his laptop at home, talking to some anthropomorphized web bot – the aforementioned “Lincoln Concierge” – on his computer screen.
Some lessons we learn from this commercial:
- Beta white guys are passive consumers waiting for instructions & information regarding how to part with their money.
- Nonwhites are the plugged-in future, they know what they’re talking about and make for the best professional, businesslike spokespeople.
Thus far, pretty much par for the course for TV commercial fare. So why does this fascinate me so much? Because of the woman in the background descending the stairs at the end. Why is she there?
Clearly it’s so we don’t think the guy is just being creepy. The ad-men who came up with this ad campaign were in love with their idea of the multiracial-model-”Lincoln Concierge” but were worried about the imagery of having the main guy sitting in front of a computer staring at a hot nonwhite model and fantasizing about her, thereby associating the Lincoln brand with such a thing (even though subconsciously, the whole purpose of putting a hot chick in a car commercial is precisely that). Can’t have that, goes a little too far. Solution?
“Give him a girlfriend. Just show her briefly. At the very end. You don’t even need to show her face, just the legs (she’s wearing a dress at home? or maybe a bathrobe to emphasize that their relationship is consummated and normal?). Enough so that the viewer knows she’s white, it’s all good, nothing weird or interracial or controversial going on. How will we show just her legs? I’ve got it; she’s walking down the stairs. Circular stairs. They live in a loft.”
I’m guessing but I’m 98% sure the thought process went pretty much as above.