New Lincoln ad campaign pits 2014 MKZ vs Lexus ES

Article by Anita Panait, on October 10, 2013

Lincoln is launching an advertising campaign wherein its 2014 MKZ competes with Lexus. The campaign, which is themed "Luxury Uncovered," consists of commercials that will run through at least the end of 2013 and will be aired on prime time network and cable TV shows. The campaign will also be launched in social media networks.

Lincoln executives, however, have said that the commercials will not be aired during the 2014 Super Bowl, although the brand did run spot on this year's Super Bowl in advance of the launch of the redesigned 2013 MKZ. Lincoln is launching soon its MKC luxury compact crossover, although officials have yet to disclose when a production version will arrive.

Several of the new spots that feature the 2014 MKZ sedan show young couples on a couch in a studio asking some questions about the Lincoln MKZ and the Lexus ES.

In one of the ads, a man asks which of the cars offers the largest retractable panoramic roof." The camera then shifts to the cars; with the MKZ answering through cartoon-style bubbles "That's me," and the ES saying "I'm very shiny." The woman in the spot then states that she wants standard adaptive suspension.

The MKZ replies: "I have that," while the Lexus says: "So shiny." The man then asks which of the cars offers inflatable rear-seat belts" The MKZ again says, "I have that," while the Lexus says: "Inflatable what?" Another spot shows a couple congratulating an MKZ on winning a 2013 JD Power APEAL Award for best compact premium car. The silver MKZ says "Thank You."

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