Jon Batiste Plays Piano on a Crosswalk in Jazzy Spot for Lincoln

Brooklyn and Los Angeles-based Greenpoint Pictures has produced a new spot for luxury automotive brand, Lincoln, which debuted during the 63rd Annual Grammy Awards on Sunday, March 14th. Directed by Rodney Passé, the 60-second film showcases the brand’s latest vehicle, the 2021 Nautilus, alongside recent Golden Globe winner Jon Batiste.

The film opens as the jazz musician rolls the Nautilus to a halt on a quiet street in New York. While using the vehicle’s signature Piano Key Shifter, Batiste begins humming along to his recent single 'I Need You'. Stepping outside, the musician continues his acapella tune, until he realises that the crosswalk resembles the keyboard of a piano. Batiste steps on one white rectangle, then another as notes rings out. The full track comes in as the street becomes his instrument.  

This campaign is the latest way in which Lincoln and Batiste have come together to celebrate music. Heralding the launch of Lincoln’s new model of Corsair last year, the artist played an integral role in the Chart Your Course campaign, a music-focused campaign and songwriting competition to discover and elevate burgeoning musical talents. Recently, Batiste participated in the Lincoln Listens First series alongside Serena Williams, Ne-Yo, and Marsha Ambrosius. Hosted by Angela Rye, the platform created a safe space to hold timely and important conversations beyond the spotlight with Black icons.

On his collaborations with Lincoln, Batiste says: “The frequency I vibrate as a person in the world is how I transcend and connect with others. Especially in these times, we have to find ways to be connected and make space for joy. Naturally, music is often how I connect. Lincoln has always represented quality – from the quality conversations we’ve had to the understanding of music as quality in itself, Lincoln has and continues to support this frequency, this vibrancy of expression.” 

Rodney Passé is a director from Brooklyn, New York. A disciple of Kahlil Joseph, his work explores spirituality, poetry, and Black normality and vulnerability. Passé’s work is often described as abstract beauty, and has been exhibited in galleries in Los Angeles and New York City.