Lincoln is kicking off the season with “The Little Entrepreneur,” a touching new campaign for its annual Wish List Sales Event that spotlights the Lincoln Navigator and the power of generosity during the holidays.
The short film follows a young girl who sets up a hot cocoa stand from the tailgate of her father’s Navigator, made possible by the vehicle’s class-exclusive Split Gate feature. At first, business is slow, but through persistence and community support, her stand becomes a neighborhood hit. The story ends with a simple, powerful gesture: she donates her earnings to a bell ringer collecting for charity, proving that the most incredible luxury isn’t what you own, but what you share.
Directed by BAFTA-winner Tom Green, the film captures an authentic sense of warmth and wonder. Shot in Farnham, Québec, the snowy small-town setting offers a timeless holiday atmosphere, featuring performances by Onie Watlington as the little entrepreneur and David Furr as her father. Watch below:
“We wanted to create a cinematic story that embodies the quiet confidence and community spirit at the heart of Lincoln,” added Jon Pearce, Global Chief Creative Officer, Hudson Rouge. “The Navigator becomes more than a vehicle — it’s a backdrop for human connection, and for the joy of giving back.”
“This year, our Wish List event is a celebration of generosity,” added Megan McKenzie, Head of Lincoln U.S. Marketing and Communications. “The Little Entrepreneur reminds us that success is sweetest when shared, and that true luxury lies in meaningful acts of giving.”
To extend the film’s message beyond the screen, Lincoln retailers across the U.S. will host “Cocoa Stand” activations featuring props inspired by the story. Using the Navigator’s Split Gate, dealerships will invite guests to experience the feature firsthand — and the spirit of the campaign — with complimentary cups of cocoa.
Lincoln’s Wish List Sales Event is now live nationwide.
CREDITS:
BRAND: Lincoln
AGENCY: Hudson Rouge
- Global Chief Creative Officer – Jon Pearce
- Head of Production / Executive Producer – Mary Ellen Verrusio
- Creative Director – Emlyn Allen
- Art Director – Grace Bastyr
- Social Creative Director – Todd Houlette
- Senior Copywriter – Jon Gruber
- Still Producer – Loni Pont
- Associate Producer – Marisa Rossi
PRODUCTION COMPANY: Stink Films
- Director – Tom Green
EDIT: Whitehouse Post
- Editor – Russell Icke
POST: ARC
- Creative Director – Gavin Wellsman
COLOR: Rare Medium
- Colorist – Mikey Rossiter
MUSIC: Mophonics
- Singer – Astrae
SOUND: Heard City
- Engineers / Sound Design – Mike Vitacco, Evan Mangiamele
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