Lincoln's 'Wish List' Celebrates the Spirit of Giving
Lincoln has launched its annual 'Wish List Sales Event' with 'The Little Entrepreneur,' a heart warming new campaign featuring the Lincoln Navigator that celebrates the profound power of generosity this holiday season.
The short film, from Hudson Rouge, tells the story of a young, enterprising girl who sets up a hot cocoa stand from the tailgate of her father's Lincoln Navigator, brought to life by the functionality of the class exclusive Lincoln Split Gate. After a quiet start, her persistence is rewarded as the community gathers, and she sells out of cocoa. The story culminates in a moving act of generosity: she donates her entire earnings to a bell ringer collecting for charity. This final gesture is the emotional heart of the campaign, shifting the focus from a traditional sales message to one of community and heartfelt connection.
The narrative was crafted to resonate deeply with an audience that values lifting others up. By following the young entrepreneur's journey from quiet determination to a moment of pure generosity, Lincoln connects with customers who understand that true luxury lies not just in what you have, but in what you give.
Helmed by BAFTA-winning director Tom Green, the film brings a touching, human truth to the forefront and will be featured in select cinemas this holiday season. Filmed in Farnham, Québec, the town was transformed into a perfect holiday backdrop with a blanket of snow and festive decorations. The film features performances by Onie Watlington as 'The Little Entrepreneur' and David Furr as the Father.
To extend the campaign's message of warmth beyond the screen, Lincoln is bringing the experience directly to its customers. Retailers across the US will receive 'Cocoa Kits' with props inspired by the film, allowing them to set up their own hot cocoa stands utilising the Lincoln Split Gate in the Navigator to showcase the versatility on the showroom floor and inviting customers to experience the spirit of the campaign first hand.
Megan McKenzie, head of Lincoln US marketing and communications said, “This year, our 'Wish List' sales event is a celebration of generosity. We set out to tell a story that captures the true essence of the holiday season - not just the gifts we exchange, but the spirit of giving back. ‘The Little Entrepreneur’ reminds us that success is sweetest when shared and that a single act of kindness can embody the true meaning of the season. With our flagship Navigator, we are enabling meaningful moments for our clients that reflect the quiet confidence and strong sense of community at the heart of the Lincoln brand.”
Jon Pearce, global chief creative officer, Hudson Rouge said, "In our partnership with Lincoln for the 'Wish List' event, we wanted to create a cinematic story that resonates with the true spirit of the holidays. From the back of the Navigator-turned-hot-cocoa-stand to the warm, uplifting ride home, the film uses the vehicle as a sanctuary for a young entrepreneur's generous spirit. Her choice to donate her earnings redefines modern luxury as an act of generosity, reflecting the quiet leadership and community spirit that is central to the Lincoln brand."
The 'Wish List Sales Event' is now active at Lincoln retailers across the US.
