Common Teams With Lincoln To Promote Navigator Brand
Common will be featured in a number of advertisements and promotional activities with Common's community outreach programs.
The rapper will appear in national TV, radio and print advertisements.
The first spot, titled "Common," will debut nationwide on November 25 during NFL Sunday Night Football on NBC.
Lincoln will also assist Common in developing other businesses.
The car company will license songs for implementation in television and the Web, as well as tie-ins with Common's books and hat lines and an alignment with his concert tour.
Common will also appear at various Lincoln events, including auto trade shows.
"I am very enthused and honored to connect with Lincoln, " Common said. "I believe that this union will be creative, fresh, and classic. Most importantly, it's a way for Lincoln and me to give back to the community and people in need."
As part of the deal, Lincoln has aligned with Common's nonprofit, the Common Ground Foundation to sponsor the 1st Annual Star the Show n' Bowl fundraising event, which takes place in February during Grammy weekend.
"Lincoln is excited to be associated with Common because his success story is gaining momentum at the same time that ours is," said Mike Richards, general marketing manager for Lincoln. "Common has earned many accolades for his talents, yet he remains grounded and maintains a confident, unique style all his own. Lincoln shares these brand qualities and it makes us proud to have Common represent Lincoln and increase our brand appeal among consumers."
Lincoln's print advertising campaign featuring Common will debut in 2008.