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Lincoln Motor Co. today will wrap the shoot for its first Super Bowl spot, a 60-second, road trip-themed journey that wends its way through Southern California’s San Fernando Valley.
The stars of the commercial are extras—but not of the struggling-actor variety.
Lincoln cast a handful of actual Twitter users in bit roles as part of a social media-driven tactic the Ford Motor Co.-owned luxury nameplate hopes will jump-start sputtering sales and pave the way for a championship-size comeback.
Their tweets, the result of a crowdsourcing effort called #SteerTheScript, shaped the ad’s creative.
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