Serena Williams Stars in New Lincoln Navigator Campaign

She's been named celebrity brand ambassador for the company

Serena Williams recalls purchasing her first Navigator in the brand's new campaign. Lincoln
Headshot of Erik Oster

Lincoln has named Serena Williams as its new celebrity brand ambassador for the 2018 Lincoln Navigator.

“Serena is an amazing athlete who has won 23 Grand Slams, but she also has a family and her own clothing line, she sits on major boards and she’s philanthropic—she has all these competing demands on her time,” The Lincoln Motor Company group marketing manager John Emmert said in a statement. “We know time is our Navigator client’s ultimate luxury as she balances everything in her busy life, and Serena exemplifies that balance with poise and grace.”

A series of content introducing Lincoln Navigator’s new ambassador, created by Laundry Service sibling company Cycle, will begin rolling out on Lincoln Navigator and Serena Williams’ social media channels today.

A debut video features Williams explaining her relationship with her first Navigator, which the young tennis star acquired when she was 18 or 19 years old as what she refers to as her “first huge purchase.” After sister Venus Williams told her she had to name the vehicle, she dubbed it Ginger.

“I’ve always had a connection physically and emotionally to the brand,” Williams said in a statement. “When I first got Ginger, it was my big step up. I had a real luxury car now, and it felt different. I felt safe, I felt good. When the opportunity came to work with the Lincoln Navigator today, I was really excited. I remember all of the moments I had in my first vehicle.”

According to a press release, Serena drove Ginger for some eight years before passing it down to her niece.

“Now, I’ve become a mom, and my Navigator is like my new home. I take business calls from it, and it’s kind of like Olympia’s room—she goes to sleep, she takes naps, she wakes up, and she’s comfortable in it. For me, that’s important,” she added. “I want what’s best for my baby and best for me. I want what makes me feel most comfortable and what I feel most confident in driving, and I feel like the Navigator checks all of those boxes.”

@ErikDOster Erik Oster is an agencies reporter for Adweek.