Chicago rapper Common will be riding shotgun in style as the new face of the luxury car company, Lincoln.

Common recently signed a one year contract with the company after they ended their three year relationship with former NBA star Magic Johnson. According to Advertising Age Lincoln wanted to attract a younger, hipper audience.

Common will mainly plug the Lincoln Navigator luxury SUV in
multi-media ads and events. According to multicultural marketing
manager for Lincoln, Marc Perry,
the car company is hoping Common will help Navigator overtake General
Motors Corp.’s Cadillac Escalade as the most popular luxury SUV among
African-Americans.

Common’s first national general-market ads will break on November
25 during Sunday Night Football on NBC, while magazine ads will run in
February and other TV commercials will begin airing in early 2008. Common will also appear at “Lincoln Lounge” test-drive events and online at LincolnLounge.com.

Lincoln is wrapping up specifics for online and offline promotions, licensing of Common’s songs for TV and Internet ads and integration into the rappers 2008 tour.

Common got a brand new Navigator out of the deal, but no monetary specifics have been released.