Lincoln Teams Up With Tennis Legend Serena Williams for 2018 Navigator
Digital Ad Campaign Features Williams and Her Love for Navigator
Lincoln kicked off a digital ad campaign today featuring tennis star Serena Williams promoting the all-new 2018 Navigator. Williams, who is a 23-time Grand Slam champion, is joining the ad campaign as a longtime fan of the Navigator—her first car was a first-generation Navi, bought brand new when she was “18 or 19,” she says.
That first Lincoln, lovingly named Ginger, carted the Williams sisters to and from practice for eight years before being handed down to Serena’s niece.
“I’ve always had a connection to the Navigator brand,” said Williams. “When I bought my first car, Ginger, it was my big step-up. I had a real luxury car now, it looked great and I felt safe. When the opportunity came to work with the Lincoln Navigator today, I was really excited because it brought me back to all of those moments I had in my first vehicle. For me, partnering with a brand like Navigator comes from a genuine place.”
The ad campaign, which will appear on social media for both Lincoln and Serena Williams, will highlight parts of the sports legend’s life that the Navigator makes easier. “The luxury of the Navigator is amazing,” she says. “When I show up to a tournament, I have to show up looking right.” She also says the big SUV is like a second bedroom for her daughter, Olympia, thanks to their busy schedule.
That first Navigator that Williams owned was arguably one of the first body-on-frame fullsize luxury SUVs. However, after two generations in which the Navi languished as a barely warmed-over Expedition, the newest generation sets itself apart from its predecessors with more unique styling, a rich interior, and added capability and efficiency. The new Navigator has been so popular since its introduction that Ford had to add production at the Kentucky plant where the luxury SUV is built.