Lincoln Motor Co. plans to air a television ad for its flagship Continental sedan this Sunday during the Grammy awards.
Called “Cord,” the luxury brand’s 60-second spot features contemporary blues musician Gary Clark Jr. and a one-of-a-kind amplifier -- engineered by Revel Audio Systems -- that mirrors the Continental’s mesh grille. It will air once during the red carpet preshow, then twice during the awards ceremony, which begins at 8 p.m. on CBS.
The commercial, produced by Hudson Rouge, features Clark arriving at an empty theater in the Continental. He plugs into the amplifier and begins playing a new version of his song, "The Healing."
“To me, the Lincoln Continental represents timeless luxury -- and it sounds like it looks, straight to the point classic,” Clark said in a statement. “This collaboration felt like a natural fit. I don’t know a guitar player who doesn’t like amps. And this one doesn’t just look amazing, it gets you the most amazing sound.”
The amplifier was built by brothers Ben and Jeff Fargen and was designed by Lincoln. A Lincoln spokesman did not say if the brand intended to build or sell additional amplifiers.
Revel is Harman’s most exclusive audio brand. Lincoln is in the midst of a 10-year partnership with Revel to add its high-end speakers to all of its vehicles. The MKX midsize crossover was the first vehicle to feature a Revel sound system when the two sides first inked the deal in late 2014.
The Continental comes with an optional 19-speaker Revel Ultima system which uses a special reconstruction technology to make sound crisper and clearer.
As part of the partnership, Clark will host a concert at Lincoln’s Experience Center on Feb. 11 at 10 p.m. EST in Newport Beach, Calif. Two new versions of his songs will also available for free download to the first 10,000 visitors at now.lincoln.com.