Lincoln has officially pulled off the wraps on its ad for this year's Super Bowl. As you may recall, the company invited people to send in their tweets to help craft the spot's story line with Jimmy Fallon in the director's chair. The company chose five tweets and ran with them, and the result is, well, about as focused as your average online comment thread. We do get plenty of shots of the all-new Lincoln MKZ, as well as at least one comment on the interior leather's suppleness.

Do we learn a single thing about the brand's new honey? Nope. But there's a turtle crossing, a band of bikers, a German farming student and herd of alpacas. Mostly, the ad just makes us tired. You can check out the full spot before it airs during the big game by watching it below. We'll be busy preparing for the alpacalypse.

AOL Autos' associate editor Peter Bigelow went deeper in his criticism. Have a read: Lincoln's Super Bowl Ad is A Flop.



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  • 72 Comments
      Driman
      • 1 Year Ago
      I didn't get the warmest welcome saying that on the Lincoln FB page eh, but I liked it a lot! I guess it appeals to folks like me and the Big Bang Theory generation instead of the old-time buyer or car collector. You have to give them credit for thinking outside the box and trying something new for the brand! I mean, it's offbeat, it's fun, there's like a subtext full of memes and it looks they all had a good time making it. I'm sorry there isn't a bimbo giving the car a bath in that one, but it's fun!
        godwhomismike
        • 1 Year Ago
        @Driman
        Amen. I also thought it was a fun commercial. It's different, fun, and definitely offbeat. I liked it. Better than advertising the car with a gangsta rapper or some sleazy half naked bimbo washing it.
          RJC
          • 1 Year Ago
          @godwhomismike
          what da ya have against half naked bimbos anyway???
          Dean Hammond
          • 1 Year Ago
          @godwhomismike
          yeah why Kate Upton and not Rosie Odonnell?.........
      • 1 Year Ago
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      merlot066
      • 1 Year Ago
      I like the Phoenix commercial much better but there have been far worse "buzz" commercials than this made in the past. The MKZ is a solid choice in the entry premium market and I can't wait to see real numbers once they are fully stocked.
      Winnie Jenkems
      • 1 Year Ago
      Nice car, stupid commercial. Most people who can afford a Lincoln don't know what Jimmy Fallon or Twitter are. Not to mention they don't even talk about THE CAR. Not the kind of commercial a "luxury" automaker should be making. The whole vibe is just...off. And I feel obligated to make just one brief comment about the car itself (since they didn't). I sat in a new MKZ at the auto show and was fairly impressed. A step in the right direction for sure, and looks really good from the A pillar back. However, though that grille works on the MKC concept, it doesn't work here. The whole front of the car looks bulbous.
      rmt_1
      • 1 Year Ago
      Seriously? With the tons and tons of insane crap people "tweet" about every day, from their sex lives to the quality of their bowel movements to whether or not they have the cutest pet on the planet, is this really the best Lincoln could find out there? From the narrator, who's vocal tone would be better suited putting a child to sleep at bedtime as opposed to rousing potential customer to get out of their home and go to a Lincoln dealership and spend over $35k on a car, to the dullest road trip story ever filmed regarding a woman with poor judgment (and possibly a death wish) who picks up a random hitchhiker (and possible serial killer) and marries him at the end (to possibly begin a bloody reign of terror on the back roads of America together). I'm sorry for my touches of dark imagery, but if Lincoln is truly interested in attracting a demographic that doesn't get a senior discount at the movies, then they will need to be more daring with their advertising and risk showing more "edge". I suppose the ad could have worked if it was directed by a "David Lynch" or "Quentin Tarantino" type and narrated by someone with a strong booming, verbal presence and who could be both smoothly elegant and menacing at the same time, like a James Earl Jones, Anthony Hopkins, or Hugo Weaving could provide. However, the ad is what it is and it will be just a big waste of money for Lincoln and forgotten by the time the next Doritos ad appears on the Super Bowl.
      CJ_313
      • 1 Year Ago
      I think the new MKZ is beautiful, the grille compliments the car well. Love the rear end and profile of the car; It\'s attractive in a similar way that the Audi A7/S7 is attractive (although not in the same league, of course). The interior leaves alot to be desired in my opinion, as does this commercial.
      • 1 Year Ago
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        Shiftright
        • 1 Year Ago
        Sucks to be you and in the minority
        Brex
        • 1 Year Ago
        More evidence of the Internet becoming a crap hole is your post.
        scocrmch
        • 1 Year Ago
        Not sure that the majority of the population that elected the President twice would agree with you. BUt every sore loser has to make that comment, don't they?
      mikeybyte1
      • 1 Year Ago
      I had to watch a few times but now I actually liked it. The 3 things that really jumped out at me: 1) The sci-fi movie set that they drove through had Wil Wheaton - aka Wesley Crusher - from Star Trek the Next Generation. At first I just caught his name on the board, but then realized that is actually him all grown up! 2) The turtle sitting on the chair at the wedding. 3) The Alpaca sticking out of the roof of the car at the end. I think the commercial is meant to create conversation and it definitely does that.
      • 1 Year Ago
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      Mike
      • 1 Year Ago
      Better than being another luxury car sliding sideways kicking up dust on a dry lake bottom.....
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