T H E F A M I L I A R S E N S E O F F R E E D O M

Consumers are excited about autonomous driving features, but taking your hands off the wheel still feels scary and counterintuitive for many. For Lincoln’s summer sales campaign, we encouraged drivers to overcome their fear of hands-free driving by relating the experience to a familiar childhood rite of passage: learning to ride your bike with no handle bars. In this spot, we see both mother and child unlock a newfound sense of freedom as they dare to let go together.