Lincoln betting on celebrities in its new ads

Article by Christian Andrei, on October 14, 2010

Ford Motor Co.’s "Smarter Than Luxury" campaign was launched Oct. 2 during NBC's telecast of the Ryder Cup golf tournament. Ford is hoping that these three 30-second spots featuring the actor John Slattery will boost its campaign for the Lincoln MKX crossover and MKZ Hybrid sedan.

Following this appearance, these commercials were then shown on ABC's "Dancing With the Stars," "Grey's Anatomy" and "Jimmy Kimmel Live"; Fox's "Glee"; and NBC's "The Tonight Show".

The campaign is also seen in print ads in publications such as Forbes, The New Yorker, Vanity Fair, Wired, Bon Appetit and Road & Track. At lincoln.com, consumers will find a series of feature-focused videos hosted by Paul Hochman, gear and technology editor for NBC's "Today Show," and Katie Linendoll, a regular guest commentator on CNN.

Lincoln’s choice of Slattery wasn’t on a whim. Lincoln thought that the character actor would be ideal since he is quite recognizable from appearing on "Ed," "Desperate Housewives" and currently "Mad Men," where he stars as ad agency owner Roger Sterling, but he won’t overwhelm the brand with celebrity endorsement.

Connie Fontaine, Lincoln's luxury and nontraditional communications manager, said that Slattery is “parallel to the Lincoln brand." [via autonews - sub. required]

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