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, 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]

If you liked the article, share on:


Login or Create new account to add a comment!


More than three decades ago, the DeLorean DMC-12 was produced by the DeLorean Motor Company. However, production was stopped due to issues within the company. The car itself was decent...
by - October 27, 2016
Tesla is making sure that all models under production will receive the necessary advanced hardware that will allow them to be autonomously driven. The fitment of these advanced hardware to...
by - October 27, 2016
Wondering how fast the 2017 Chevrolet Camaro ZL1 in actual driving? To provide customers a good idea on how fast the 2017 Camaro ZL1 could really get, Chevrolet recently had...
by - October 27, 2016
So, it is official! The new Honda Clarity FCV has the longest verified range of any zero-emissions vehicle currently on the road in the United States. One of the main...
by - October 27, 2016
Many have been anticipating Mercedes-Benz Vans’ newest luxury pickup truck, the X-Class. While Mercedes-Benz has yet to reveal the official production version of the X-Class, it was kind enough to...
by - October 27, 2016