Lincoln wants back on the radar, launches its largest advertising campaign

Article by Christian A., on December 5, 2012

Lincoln, Ford Motor Co.'s luxury brand, has recently launched its largest advertising campaign. This multimedia initiative includes a one-minute spot that will broadcast on February 3 at the Super Bowl. The ads, which coincide with the launch this month of the 2013 MKZ sedan, are set to go live today with events in New York, Miami and Los Angeles.

A press conference was hosted by Ford CEO Alan Mulally and global Lincoln chief Jim Farley in New York at the Lincoln Center. They unveiled Lincoln’s rebranding as Lincoln Motor Co., which is the name it had when Ford Motor Co. bought it in 1922. In a statement, Mulally said that defining the new Lincoln brand are “great new luxury vehicles” like the new MKZ that boasts quality, a distinctive style with substance and innovative technology.

He added that these features, when accompanied by a new level of “warm, personal and surprising experiences”, will make Lincoln attractive to the new luxury customers. Automotive News was the first to break the news about the rebranding last September. According to Matt VanDyke, Lincoln's global head of marketing, sales and service, the campaign is intended as a "call to action" to announce that the brand is heading for a big change.

When interviewed at the Los Angeles Auto Show last week, VanDyke said that for many consumers, Lincoln has been off the radar and so the company just aims to establish it quickly. He added that there will be “high profile placements” and they will “use every tool in the toolbox."

For this week, Lincoln will launch three commercials: a 60-second brand spot and two 30-second spots. President Abraham Lincoln, for whom the brand was named, will be featured in the commercials. Another character that will be portrayed in the ads is Dean Martin, who used to own a Lincoln vehicle.

Lincoln’s production 2013 MKZ is almost identical to the MKZ Concept, which was presented in January 2012 at the North American Int’l Auto Show. The 2013 Lincoln MKZ embodies a subtly distinctive design language.

According to Max Wolff, design director for Lincoln, they describe the car’s design as elegant simplicity. He said that they wanted the new production car to be approachable and inviting and that they moved away from complex designs and traditional luxury cues. Instead, they came up with a car that is warm and rich, yet at the same time intentionally restrained.

Additionally, the profile of the new luxury sedan is defined by a sweeping roofline. Its steeply raked windshield as well as its lengthened backlight make its appearance sleeker, more smooth-flowing, and 10% more aerodynamic compared to its predecessor model.

The MKZ shape, Wolff added, is a vision that’s completed with only a few strokes.

Moreover, the 2013 Lincoln MKZ’s strikingly modern design retains the brand’s classic design elements, which include a more refined version of the Lincoln split-wing grille, which was first seen on the Lincoln-Zephyr in 1938.

What’s more, the car’s rearview mirrors are fixed on sculpted, door-mounted pedestals. This fitment allows the glass of the front door to further extend forward in order to let even more light enter and to improve visibility.

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Topics: lincoln, advertising

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