Well, it looked like Ford was on the right track by reintroducing its Lincoln luxury brand as Lincoln Motor Co. Then it decided to go the Doritos route and crowdsource ideas for its commercial on Twitter via #steerthescript. Then it hired Late Night host Jimmy Fallon to curate the whole project, but without any help from The Roots or anyone musically inclined. Bravo to Ford for stepping up and trying to steal some of Cadillac's thunder while GM grapples with its bailout, but it's already putting its Lincoln MKZ well behind the starting line on this one. That's not a great place to be, considering Ford's 4.7% growth last year was only marginally better than GM's. Keep ?uestlove on speed dial just in case Fallon reverts to his SNL "More Cowbell" days and can't hold it together.