DEARBORN -- The Lincoln brand is unveiling a new ad campaign, the latest step in creating a look that demonstrates to customers they are getting more than just luxury with a Lincoln product. When the “Smarter Than Luxury” campaign debuts on Saturday, customers will know they are looking at a brand with even more exciting products and technologies that are now arriving in Lincoln showrooms.
“This campaign shows that Lincoln offers a heightened sense of style, craftsmanship and technology and we’re showing that off in a new way for this brand,” said Matt VanDyke, Ford director of U.S. Marketing Communications. “We’re going to challenge people’s perceptions of luxury and show that we deliver more technology and luxury for an unexpected amount of content for the price.”
The TV ads feature the latest Lincoln vehicles – 2011 Lincoln MKX and MKZ Hybrid – along with actor John Slattery. Alternating between beauty shots of the vehicle and Slattery, the 30-second spots give viewers a knowing perspective of the vehicle.
In the ads, which begin airing Saturday during the Ryder Cup golf tournament on NBC, Slattery is shown walking around, driving and interacting with the car, all while his voice-over plays – giving a wink and a nod to the important things he finds along the way.
“We chose John for his authentic, real-world appeal,” said Connie Fontaine, Lincoln communications manager. “He was the ideal choice to credibly talk to consumers about the appeal for the newest Lincoln vehicles.”
One ad tells the story behind the Lincoln MKZ Hybrid, the most fuel-efficient luxury sedan on the market. Ads also put several technologies in focus, such as MyLincoln Touch™ driver connect technology, which comes standard in Lincoln MKX.
Even the Lincoln logo has its moment, as the star deconstructs itself and evolves into words, then reconstructs itself as the ad comes to a close.
The new print ads also highlight the Lincoln MKZ Hybrid and Lincoln MKX and are designed to create a sense of curiosity about the new vehicles. The ads feature such phrases as “Not born yesterday” and “Nobody’s fool.” Additional copy challenges the reader to think differently about Lincoln and to learn more at www.lincoln.com, where videos are available featuring experts explaining what sets Lincoln technology and luxury apart from the competition.
“This is a nod to the new way we’re going to market with Lincoln,” said Fontaine. “We will focus on getting customers behind the wheel to experience the brand, and this campaign is just the beginning.”
The road ahead
Lincoln will expand its brand lineup with seven all-new or significantly refreshed vehicles in the next four years as part of an aggressive growth plan focused on standout product design, class-leading technology and new powertrains.
Lincoln will be led by expanded product development and marketing, sales and service teams to support the brand’s growth plan and ensure it has a strong cadence of distinct products that are well positioned in the market. Plans for Lincoln include:
Lincoln’s first-ever small luxury vehicle in the C-segment
New Lincoln-exclusive powertrains, including an all-new V6 engine and advanced fuel-efficient transmissions
EcoBoost™ engines available in all Lincolns – from the Navigator full-size SUV to the new C-segment vehicle
Fuel economy leadership with each new vehicle – leading to Lincoln emerging as the most fuel-efficient luxury lineup on the market
More useful technology and features than any other competitor, with a special focus on comfort and convenience. New advanced features include fully retractable glass roofs; adaptive, computer-controlled suspensions; electronic, push-button gear selectors; active noise control; and exclusive MyLincoln Touch driver connect technology
Lincoln hallmarks will be refined and modern design, the most fuel-efficient premium powertrains and industry-leading technology that create a unique driver experience both in the cabin and on the road.