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Lynk & Co Redefines Luxury in Georgia With New Premium Standard
Lynk & Co's "New Premium Standard" is a film campaign created by agency CONTACT, published in Georgia in December 2024, that repositions the brand's premium credentials around technology, design, functionality, and user experience rather than conventional status-oriented luxury.
The campaign centres on a single film asset — documented in the Clapboard archive as "Lynk&Co - New Premium Standard (Director's Cut)" — and represents the brand's deliberate effort to define a new category of premium in the Georgian automotive market. Where legacy premium marques have long anchored their propositions to heritage, exclusivity, and social signalling, Lynk & Co uses this campaign to argue that the modern definition of premium is experiential and technological. The brief, as reflected in the creative output, asks audiences to reconsider what they expect from a vehicle at this price and positioning tier.
In Georgia, the campaign arrives at a moment when the automotive sector is navigating shifting consumer expectations and growing interest in connected-car features among urban buyers. Lynk & Co, a brand founded within the Geely Auto Group and historically differentiated through connected-car technology, subscription-oriented retail models, and community-focused mobility, as documented by press.lynkco.com, brings that philosophy directly into the Georgian market context. The film medium was chosen deliberately, giving the campaign the emotional and visual range necessary to articulate an abstract repositioning — premium redefined — rather than a product specification message. Clapboard records the project as submitted by CONTACT, with Pinbol also credited in the production, and assigns the campaign a Clapboard Score of 49/100.
Lynk & Co grounds its Georgian market strategy in a direct challenge to the conventions of automotive premium. The campaign's core insight is that a growing segment of buyers no longer equates premium with traditional luxury markers — badge prestige, ornamental design, or aspirational social status — but instead with seamless technology integration, purposeful design, and demonstrable functional superiority.
This positioning places Lynk & Co in deliberate contrast to established premium competitors active in Georgia, most notably Mercedes-Benz and BMW, whose brand equities rest heavily on decades of heritage signalling and status association. Where those marques ask consumers to buy into a legacy, Lynk & Co's "New Premium Standard" asks consumers to buy into a future-facing standard — one the brand argues it has already built. According to press.lynkco.com, Lynk & Co delivered 285,441 vehicles globally in 2024, representing approximately 30% year-on-year growth, though the brand has not attributed this growth specifically to the "New Premium Standard" campaign. The global scale of that delivery record nonetheless provides a commercial foundation that lends credibility to the premium claim the Georgian campaign makes.
The strategic rationale also reflects broader automotive market dynamics. Global automotive advertising was estimated at approximately 37.46 billion US dollars in 2024, according to marketresearchfuture.com, illustrating the scale of competitive noise any single-market film campaign must cut through. In Georgia, where automotive retail is dominated by imported marques and consumer familiarity with Chinese-origin premium brands is still developing, the decision to lead with a values-based repositioning rather than a price or feature-led message reflects a considered long-term brand-building orientation rather than a short-term sales activation.
CONTACT agency delivers "New Premium Standard" as a director's cut film, a format choice that signals creative ambition beyond the conventions of standard automotive advertising. The decision to release a director's cut as the primary archived asset suggests the campaign was conceived with craft and cinematic intention at its centre, rather than as a functional product demonstration.
The creative approach deliberately avoids celebrity endorsement and conventional character-led storytelling, as documented in the Clapboard archive. This is a meaningful craft decision. Much of the premium automotive advertising landscape relies on aspirational human figures — a driver whose lifestyle the viewer is invited to inhabit. "New Premium Standard" instead asks the film's visual and tonal language to carry the premium argument directly, placing the camera's relationship with the vehicle, its environment, and its details at the core of the persuasive work. In a market like Georgia, where Lynk & Co is building brand recognition rather than reinforcing it, this approach demands that every frame communicate the brand's values without the shortcut of a known face or narrative archetype.
Head of Project Shafag Fatullayeva and Marketing Manager Salome Chitadze are credited on the campaign, alongside director Gogita Chikvaidze, marking the key client and production leadership behind the Georgia execution. Pinbol is also credited alongside CONTACT in the production documentation. No broader production credits — including cinematographer, editor, or composer — are publicly documented for this campaign beyond what appears in the Clapboard archive. The film comprises a single media asset, a constraint that focuses the entire creative and strategic weight of the campaign into one coherent, uninterrupted viewing experience.
No verified performance data for "New Premium Standard" is publicly available. No campaign-specific sales lift, market-share movement, conversion rate, or brand-tracking result has been published by Lynk & Co, CONTACT, or any third-party source. The campaign has not been recognised across Cannes Lions, Effies, The One Show, D&AD, Clios, Webby Awards, or WARC as of the time of publication.
Structural analysis of the campaign's effectiveness potential begins with its format integrity. A single film asset, conceived as a director's cut and deployed in a market where the brand is still establishing premium recognition, creates a high-dependency scenario: the creative work itself must do the full weight of positioning, awareness, and persuasion simultaneously. The absence of a supporting media mix — no documented out-of-home, digital, or social extension is recorded in the Clapboard archive — concentrates both the opportunity and the risk.
According to industryarc.com, global automotive digital advertising was estimated at approximately 61.91 billion US dollars in 2024, with projected growth at 16.1% compound annual growth rate through 2030, underscoring how competitive the film and digital environment has become for automotive brands seeking attention in any geography. In Georgia specifically, a film-led premium repositioning is a credible strategic instrument, but its measurable impact depends on the media placement and frequency decisions that sit outside the creative record available. Clapboard scores "New Premium Standard" at 49/100, reflecting a campaign with a coherent strategic premise and deliberate craft choices that nonetheless leaves meaningful questions about reach, resonance, and market penetration in Georgia unanswered.
"New Premium Standard" is a film campaign created by CONTACT for Lynk & Co, published in Georgia in December 2024. It repositions the brand's premium credentials around technology, design, and user experience rather than traditional status-oriented luxury, using a single director's cut film as its sole media asset.
CONTACT agency created the campaign, with Pinbol also credited in production. Head of Project Shafag Fatullayeva and Marketing Manager Salome Chitadze led the client side, while director Gogita Chikvaidze is credited for the film. The campaign was submitted to the Clapboard archive by CONTACT.
Lynk & Co's "New Premium Standard" received a Clapboard Score of 49 out of 100. The score reflects a campaign with a coherent strategic premise and deliberate creative craft, while leaving questions about reach and measurable market impact in Georgia unanswered due to the absence of publicly available performance data.
"New Premium Standard" has not received recognition from Cannes Lions, Effies, The One Show, D&AD, Clios, Webby Awards, or WARC as of publication. No trade press reviews from Campaign, Ad Age, or Adweek have been documented for this Georgia campaign, according to the Clapboard archive.
Lynk & Co delivered 285,441 vehicles globally in 2024, representing approximately 30% year-on-year growth, according to press.lynkco.com. The brand, founded within Geely Auto Group, differentiates through connected-car technology and community-oriented mobility, positioning itself against established premium competitors including Mercedes-Benz and BMW.
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