Lincoln’s new series on YouTube spotlights the minds behind the ‘Like’ button, Beyoncé’s choreography and more.
Lincoln is shifting the spotlight with its first-ever digital content series, Stories from the Second Row. The new campaign celebrates the influential minds who shape culture from just outside the limelight, the title sequence designers, emoji creators, and star choreographers whose work defines the moments we all experience.
The series was crafted to resonate with a culturally engaged audience who love to learn and explore. The talent featured in the series mirrors Lincoln Navigator owners: interesting people who don’t necessarily live their lives in the limelight but apply their craft, smarts, and skills in ways that influence others.
Stories from the Second Row features in-depth conversations with cultural architects like Amanda Koh, who designs title sequences for major motion pictures, Bob Goodson, who invented the ‘like’ emoji, and José Hollywood, who has worked with stars like Beyoncé.
The series’ unique setting is the spacious and comfortable second row of the Lincoln Navigator. Each episode unfolds as an intimate conversation between an interviewer and the guest as they are chauffeured through the city. The Navigator itself becomes more than a backdrop; it’s a modern luxury space designed for the kind of collaboration, creativity, and leadership that defines today’s cultural leaders.
This represents a fresh marketing approach for Lincoln, moving beyond traditional advertising to deliver compelling, story-driven content for a discerning audience that consumes long-form, interview-driven content. The series celebrates the influential voices who quietly but powerfully shape the cultural landscape.
Gabi Crowley, Lincoln Social Comms and Strategy Manager: “The Second Row is a storytelling series from Lincoln that spotlights individuals shaping culture behind the scenes. By transforming the second row and signature features of the Lincoln Navigator into a space for reflection and conversation, the series highlights those whose influence the world around us and reveals how their work has touched our everyday lives.”
Jon Pearce, Global Chief Creative Officer, Hudson Rouge: “This was such a fun project from the very beginning. Leaning into a mobile talk show format allowed us to create entertaining content from the comfort of the Lincoln Navigator, which was the perfect setting to spotlight the movers and shakers behind the scenes.
We really loved the energy that Paul and Sal brought to the series, and it wouldn’t have been possible without the collaboration of our partners at Honor Society and our incredibly talented and humble interviewees. This storytelling series should give Lincoln a nice way, beyond celebrity, to connect with other ‘real’ people out there.”
Credits
Lincoln – Stories From The Second Row Jose Hollywood
Lincoln – Stories From The Second Row Bob Goodson
Lincoln – Stories From The Second Row Amanda Koh
Agency
Hudson Rouge/New York
Production Company
Honor Society
Director
Adam Donald
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