•Lincoln had “killed” their Continental flagship sedan 15 years earlier.

•For the re-launch in the US, there had been lots of press and pictures of the new Continental already, given the newsworthiness of this legendary nameplate.

•To launch the car in lifestyle and fashion magazines, we needed to convey more attitude and feeling than traditional shots of the vehicle speeding down a road.

•Lincoln is still a weak luxury brand in the US and absolutely needs a sense of cool and cachet.

•The talent we used are up and comers in the worlds of art, film and music, so were intended to add an additional layer of authenticity and intrigue to the ads, as opposed to simply using beautiful models.

• We selected renowned portrait photographer Annie Leibovitz, rather than a car shooter, to convey this more emotional and unique approach to a car launch.