When you’re driving a Lincoln
Stress seems to evaporate into the air
Which leaves us to wonder
Where does it go?
Does it get tangled up in knots
Or disappear forever into some
Kind of bottomless pit?
Or maybe it just floats off into the clouds
Does it shoot off like a rocket
Or fall victim to gravity?
Maybe it moves on without you
Or takes on a life all its own
Sometimes I like to imagine it winds up
Somewhere over the Bermuda Triangle
Perhaps you’ll come up with your own theory
Of where the stress goes
Behind the wheel of a Lincoln is
A mighty fine place to start.
Watch the Commercial
Campaign Context: The Serenity of Motion
The Lincoln “Where Does The Stress Go?” campaign represents a pivot toward lifestyle-focused advertising. Rather than focusing solely on horsepower or technical specifications, the narration focuses on the emotional experience of the driver. The choice of an in-house produced track ensures that the music remains a subtle, non-distracting accompaniment to the philosophical ponderings of the narrator.
By positioning the vehicle as a sanctuary where “stress evaporates,” Lincoln differentiates itself from the aggressive, fast-paced marketing of other luxury car brands. The mention of the Bermuda Triangle and gravity adds a touch of whimsical curiosity, inviting the viewer to relax and contemplate their own sense of peace behind the wheel.
Frequently Asked Questions
Who composed the music for this ad?
The track was produced in-house specifically for commercial purposes. These “library tracks” are often created to perfectly match the timing of an advertisement and are generally not attributed to a public artist.
Where is the Lincoln headquarters located?
Lincoln is headquartered in Dearborn, Michigan, and was founded by Henry M. Leland and Wilfred Leland in 1917.
What is the main message of the ‘Where Does The Stress Go?’ ad?
The ad promotes the quiet, refined interior and smooth ride of Lincoln vehicles, suggesting they serve as a private escape from the stresses of daily life.
