Jimmy Fallon has teamed up with Ford to reignite its Lincoln brand by creating a Super Bowl ad. The ad will help launch the company’s new brand called the Lincoln Motor Company. It will be Lincoln’s first-ever Super Bowl ad and it will be based entirely off tweets.
To kick things off, #SteerTheScript has been created which currently features a countdown clock.
On December 5th at noon the countdown will end when Jimmy Fallon sends out a tweet to “kick” things off. After that, users can start sending their tweets with the hashtag #SteerTheScript which could potentially end up in a 60 second Super Bowl commercial.
It’s a new way of advertising. Fun! Tweet me ideas starting Wednesday at noon.bit.ly/VqSq1t#SteerTheScript
— jimmy fallon (@jimmyfallon) December 3, 2012
The commercial will star Lincoln’s new MKZ and who knows what route the ad will take. Ford’s first TV commercial for the MKZ debuted today which features Abraham Lincoln driving around and talking about past celebrities who drove Lincoln vehicles.
It seems some users don’t understand the campaign hasn’t kicked off yet and are already sending their ideas:
@jimmyfallon The commercial could be Abe, driving a Lincoln, hunting for boy bands. Abe Lincoln: Boy Band Hunter. #SteerTheScript
— Amy Meck (@AmyMeck) December 3, 2012
#steerthescript start old in an old Lincoln and grow young, to the present MKZ and rock star Jimmy Fallon! – Benjamin Button!
— waldo (@waldosez) December 3, 2012
Jimmy Fallon is more popular than ever with his late night talk show and currently has over seven million Twitter followers.