Lincoln brings in Emmet Smith as "Brand Ambassador"

Ford Motor Co. has brought former Dallas Cowboy and three-time Super Bowl champion Emmitt Smith on as a “brand ambassador.” In the attempt to recapture the magic, and lure in younger buyers, Lincoln is not only buying air time during the Super Bowl, but it reached out into the Twitterati to almost literally write the ad.

Lincoln started a Twitter campaign, asking people for their most memorable road trip stories. They then selected five – actually, they had Jimmy Fallon select them – and they used those to “write” the ad’s storyline.

See some behind the scenes footage in this video.