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."

It was back in January 2012 when Lincoln first revealed the MKZ Concept during the North American International Auto Show. Given that this is the basis for the production version of the 2013 Lincoln MKZ, there are some similarities. Even then, the latter has a design language that remains to be unique in its own way. The profile of this luxury sedan is dominated by a sweeping roofline. With the backlight being extended, this is combined with the steeply-raked windshield to result in a sleeker look and one that has a more flowing feel.

Further, when compared to the previous model, this mix improves the aerodynamics by 10%. Despite being made more contemporary, the design 2013 Lincoln MKZ continues to have many of the classic design cues of the brand. There is still the split-wing grille for example, which was first implemented on the 1938 Lincoln-Zephyr, but now has a more refined interpretation.

Its rearview mirrors have been placed on sculpted pedestals that have been mounted on the door. Because of this, the glass on the front door can be extended more forward. This enhances the visibility while also making sure that the interior gets additional light. Lincoln Design Director Max Wolff said that the shape of the MKZ is a vision that has been finished using a few strokes.

The brand, he added, describes this as elegant simplicity. This is the reason why Lincoln made sure that the MKZ would not only be approachable but inviting too, he continued. Director Wolff went on to say that Lincoln made sure to stay away from the usual complex designs and standard luxury cues. He said further that Lincoln wanted something warm that was also rich while making sure that the restrain is there.

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