Ford’s Lincoln brand is preparing for a major launch and rebranding in 2013. The autobrand’s goal is to make their cars relevant again. They not only bought their first Superbowl spot ever, but have begun scripting that commercial by tapping into Jimmy Fallon’s comedic and social expertise.

Business Insider reported that, “to get the word out, Lincoln has bought its first-ever Super Bowl spot,” which, “will be written via social media, using Tweets curated by JimmyFallon.”

Thanks for the tweets! Now it’s time to write the Lincoln MKZ commercial. Stay tuned, there’s more to come @lincolnmotorco #SteerTheScript

— jimmy fallon (@jimmyfallon) December 8, 2012

Almost two months before the Superbowl we’re already seeing celebrity involvement take on a new role. Last year’s game saw a plethora of social TV activations and celebrity involvement. Fallon who’s also been a social TV native seems to be having a lot of fun with this endorsement, built around #SteerTheScript. We’re looking forward to seeing Lincoln’s first Superbowl spot rise to the top of the charts, with it’s already built in social following.