Lincoln Navigator Serena Williams Commercial

Lincoln Motor Company has tapped Serena Williams to promote the all-new Lincoln Navigator Black Label.

The legendary tenisswoman, who became brand ambassador for the American luxury brand earlier this year, in February, fronts a new ad campaign, aimed at highlighting key features of the “distinctly smart and elegant” 2018 Navigator. She stars in a series of 30-second spots showcasing the 2018 Navigator, which features training on the field and also driving the SUV. “I’m most powerful when I’m in complete control. And when I’m playing my best, no one can beat me.” Williams is heard saying in one of the ads, which also informs that the Lincoln Navigator boasts a 450 HP engine and 510 lb.-ft torque with Lincoln Drive Modes.

Other two ads, recently launched, highlighting that the new Navigator has “a presence that commands attention” and a Head-Up Display, which “provides the right info at the right time”, also include footage of Serena Williams and her baby daughter, Olympia.

Williams, who got her first Navigator when she was “18 or 19 years old”, which she named “Ginger”, after one of her first major tournament wins, said in a press release: “Now that I have become a mom, I am in my car a lot more so my Navigator is like my new home. I take business calls from it, I prepare for my day, and it’s kind of like [my daughter] Olympia’s room – she takes naps, she wakes up, and she’s comfortable in it. For me, that’s what’s most important. I want what makes me feel most comfortable and what I feel most confident in driving. The Navigator checks all of those boxes”.

Serena Williams has joined thus actor Matthew McConaughey, who has promoted the 2018 Lincoln Navigator luxury SUV, too, in a spot released at the beginning of this year.

The 2018 Lincoln Navigator, with msrp starting at $72,055, features a number of firsts for Lincoln, including electronic control of a turbocharged engine, dual-point fuel injection, and 10-speed transmission. Its versatile cabin has one-touch tilt-and-slide second-row seats and a power-reclining third row, with Perfect Position Seat with Active Motion, which offers a uniquely comfortable experience as the seat back conforms to you, articulating forward to cradle you and helping take stress off your shoulders. The automaker offers customers the chance to enjoy a series of membership privileges through Lincoln Black Label, which brings together superior design and premium service, including Venetian leather, premium Dinamica sueded cloth and rich woods, a Four-Year/50,000-mile Premium Maintenance Plan, that covers all required maintenance, recommended service, and replacement of wear items, and more.