Forbes spotlights Matt Piedmont's upcoming Superbowl spot for Lincoln Motor Company!

Emmitt Smith Is Carrying The Ball For Lincoln In Big Easy Emmitt Smith was there before Jimmy Fallon, director Matt Piedmont or anyone else began putting together Lincoln‘s crowd-sourced ad for Super Bowl XLVII. The former Dallas Cowboys great signed on as a new brand ambassador for Lincoln last fall.

And in New Orleans this week, the 43-year-old, three-time Super Bowl champion and Hall of Fame running back — and a winner of Dancing With the Stars — is in his element again, schmoozing for the renascent Ford luxury brand and attempting to persuade others that Lincoln’s revival is for real.

“When I look at what Lincoln is doing with the Emmitt Smith and the Lincoln MKZ. MKZ, I think it’s synonymous with what I believe I stand for,” Smith told me. “I ran slick and smooth and that star on my helmet looked nice.

“Like that, I believe in what Lincoln is doing, and I’m honored to be representing them on one of the world’s biggest stages.”

Originally, Smith had a cameo role in the single, 60-second ad that Lincoln was planning for Super Bowl Sunday, as a DJ on a radio that was part of some of the story lines that Fallon selected in his #SteertheScript Twitter campaign to use for strands of the Lincoln commercial.

But when Lincoln very recently decided instead to run two 30-second commercials, shortening the Fallon-inspired effort to just half of its original length and devoting the other 30 seconds to an ad focusing on the new MKZ sedan, Smith got left on the cutting room floor for the ad that will actually run during the Super Bowl.

However, Smith’s cameo is still evident in a 90-second version of the #SteertheScript ad that Lincoln will put online right after Sunday’s game.

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