Lincoln Debuts "Smarter Than Luxury" Campaign - Ford Inside News Community
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post #1 of 27 (permalink) Old 09-30-2010, 01:16 PM Thread Starter
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Lincoln Debuts "Smarter Than Luxury" Campaign

Lincoln Debuts "Smarter Than Luxury" Campaign
New marketing for Ford's luxury division intended to educate consumer's on technology.
www.fordinsidenews.com
September 30, 2010
By: Nick Saporito


Today Ford Motor Company announced that the Lincoln brand would be taking a new marketing direction. The new ad campaign is intended to showcase that customers are getting more than luxury with Lincoln products, they are also getting a host of technology features with them as well. Ford is calling the campaign "Smarter Than Luxury" and it will debut this Saturday.

“This campaign shows that Lincoln offers a heightened sense of style, craftsmanship and technology and we’re showing that off in a new way for this brand,” said Matt VanDyke, Ford director of U.S. Marketing Communications. “We’re going to challenge people’s perceptions of luxury and show that we deliver more technology and luxury for an unexpected amount of content for the price.”

The first round of ads will feature Lincoln's newest products, the 2011 MKX and MKZ Hybrid with actor John Slattery. Each ad will be a 30-second spot.

“We chose John for his authentic, real-world appeal,” said Connie Fontaine, Lincoln communications manager. “He was the ideal choice to credibly talk to consumers about the appeal for the newest Lincoln vehicles.”

Even the Lincoln logo has its moment, as the star deconstructs itself and evolves into words, then reconstructs itself as the ad comes to a close.

http://www.youtube.com/watch?v=DHed4a1d9kU
http://www.youtube.com/watch?v=5GEMQpLIq8c
http://www.youtube.com/watch?v=IWhaxXtBC-I
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post #2 of 27 (permalink) Old 09-30-2010, 01:20 PM
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Re: Lincoln Debuts "Smarter Than Luxury" Campaign

HELLOOOO!!!

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post #3 of 27 (permalink) Old 09-30-2010, 01:22 PM
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Re: Lincoln Debuts "Smarter Than Luxury" Campaign


Current Car: 2013 Lincoln MKZ Hybrid Reserve Ice Storm 2.0h CVT
Previous Cars
2008 Ford Focus SE Sedan White 2.0L Duratec I4 4 Speed Automatic
2004 Lincoln LS V6 Luxury Cashmere Tri-Coat 3.0L Duratec V6 5 Speed Automatic with SST
1999 Mercury Sable LS Premium Toreador Red Clear Coat Metalic 3.0L Duratec V6 4 Speed Automatic
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post #4 of 27 (permalink) Old 09-30-2010, 01:26 PM
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Re: Lincoln Debuts "Smarter Than Luxury" Campaign

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Originally Posted by Andrew L View Post
That's funny . . . . I wonder what car is that?

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post #5 of 27 (permalink) Old 09-30-2010, 04:19 PM
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Re: Lincoln Debuts "Smarter Than Luxury" Campaign

Oh look, wescoent is doing Lincoln ads. LOL
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post #6 of 27 (permalink) Old 09-30-2010, 08:51 PM
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Re: Lincoln Debuts "Smarter Than Luxury" Campaign

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That's funny . . . . I wonder what car is that?
Soon to be shown concept.
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post #7 of 27 (permalink) Old 09-30-2010, 09:02 PM
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Re: Lincoln Debuts "Smarter Than Luxury" Campaign

I wonder what activist group is gonna cry about him holding a cigarette.
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post #8 of 27 (permalink) Old 10-01-2010, 03:34 AM
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Re: Lincoln Debuts "Smarter Than Luxury" Campaign

article with 3 of the new Lincoln ads (I think - my dialup can't handle them)

Lincoln’s New Ad Approach
AutoAdOpolis - THE Place for auto advertising chatter

Posted on September 30, 2010

"...You be the judge"

“Something New”
http://tinyurl.com/29zuwmg

“No Other Anything”
http://tinyurl.com/23swbh4

“All Things Equal”
http://tinyurl.com/2011hybrid

...the first three commercials all end with Slattery saying “It’s not just luxury, it’s smarter than that,” which certainly clicks with Lincoln’s brand positioning...

----------------------------

direct Links:
http://publicvfx.wiredrive.com/prese...399cee6acbb822
http://publicvfx.wiredrive.com/proje...bb822&dir=back
http://publicvfx.wiredrive.com/proje...bb822&dir=next
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post #9 of 27 (permalink) Old 10-01-2010, 08:31 AM
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Re: Lincoln Debuts "Smarter Than Luxury" Campaign

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Originally Posted by All-Or-Nothing View Post
I wonder what activist group is gonna cry about him holding a cigarette.
I am not sure that pic is from the campaign. Looks more from Mad Men.

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post #10 of 27 (permalink) Old 10-01-2010, 09:04 AM
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Re: Lincoln Debuts "Smarter Than Luxury" Campaign

Quote:
Originally Posted by 2b2 View Post
article with 3 of the new Lincoln ads (I think - my dialup can't handle them)

Lincoln’s New Ad Approach
AutoAdOpolis - THE Place for auto advertising chatter

Posted on September 30, 2010

"...You be the judge"

“Something New”
http://tinyurl.com/29zuwmg

“No Other Anything”
http://tinyurl.com/23swbh4

“All Things Equal”
http://tinyurl.com/2011hybrid

...the first three commercials all end with Slattery saying “It’s not just luxury, it’s smarter than that,” which certainly clicks with Lincoln’s brand positioning...

----------------------------

direct Links:
http://publicvfx.wiredrive.com/prese...399cee6acbb822
http://publicvfx.wiredrive.com/proje...bb822&dir=back
http://publicvfx.wiredrive.com/proje...bb822&dir=next
ugh if only I wasn't at work I would watch these

looks like I am going home for lunch!

Current Car: 2013 Lincoln MKZ Hybrid Reserve Ice Storm 2.0h CVT
Previous Cars
2008 Ford Focus SE Sedan White 2.0L Duratec I4 4 Speed Automatic
2004 Lincoln LS V6 Luxury Cashmere Tri-Coat 3.0L Duratec V6 5 Speed Automatic with SST
1999 Mercury Sable LS Premium Toreador Red Clear Coat Metalic 3.0L Duratec V6 4 Speed Automatic
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