Ford to advertise Lincoln brand during Super Bowl - Ford Inside News Community
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post #1 of 14 (permalink) Old 12-03-2012, 10:48 AM Thread Starter
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Ford to advertise Lincoln brand during Super Bowl

By Alisa Priddle
Freep

Ford has decided a Super Bowl ad for Lincoln makes sense and confirmed the luxury brand will have its first ad during next year’s big game.

“We have to get noticed,” Matt VanDyke, director of global Lincolnmarketing, sales and service, said in an interview. “The Super Bowl is as massive as you can get and we need to make sure people know Lincoln is not what they thought it is.”

It worked for Chrysler. The No.3 Detroit automaker got a huge boost in February 2011 from its 2-minute ad featuring rapper Eminem that captured a nation and contributed to 32 consecutive months of sales increases.

Ford’s global marketing chief Jim Farley watched the buzz but steadfastly said that was not how the Ford brand would spend its money – not enough bang for the buck for a company more focused on social media.

Farley has changed his mind when it comes to Lincoln, said VanDyke. “We convinced him if we do it in a unique way it can be very valuable.”

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post #2 of 14 (permalink) Old 12-03-2012, 11:37 AM
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Re: Ford to advertise Lincoln brand during Super Bowl

Lincoln needs name recognition along with a sexy line-up. Looks like things will be looking up for Lincoln Motor Co. IMHO I think the older nameplates have more value than the current "MK" series. Continental anyone?
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post #3 of 14 (permalink) Old 12-03-2012, 12:42 PM
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Re: Ford to advertise Lincoln brand during Super Bowl

Quote:
Originally Posted by scford58 View Post
IMHO I think the older nameplates have more value than the current "MK" series. Continental anyone?
While I'm split on the names vs. MK nomenclature I think all this talk about going back is a waste of time. One thing Ford/Lincoln need to get across is that they have a game plan and are working it. They've had enough restarts to the rebuilding of Lincoln already and to make another 180 on the naming conventions would just signal to me that they're reaching for any little thing they can do to sell a couple more cars, hardly confidence building. The MK names aren't going to be the singular item that keeps Lincoln from succeeding, but showing a complete lack of focus very well could.
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post #4 of 14 (permalink) Old 12-03-2012, 03:57 PM
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Re: Ford to advertise Lincoln brand during Super Bowl

Quote:
Originally Posted by scford58 View Post
Lincoln needs name recognition along with a sexy line-up. Looks like things will be looking up for Lincoln Motor Co. IMHO I think the older nameplates have more value than the current "MK" series. Continental anyone?
< YES!
imho FLincMoCo has effectively KILLED the Mark name until further notice
&
Continental is the only heritage name to have major "star power"



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[video=youtube_share;ZIGL_Mxn0NU]http://youtu.be/ZIGL_Mxn0NU[/video]

[video=youtube_share;L5_xFBcAab0]http://youtu.be/L5_xFBcAab0[/video]
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post #5 of 14 (permalink) Old 12-03-2012, 04:29 PM
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Re: Ford to advertise Lincoln brand during Super Bowl

Both new ads look great!

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post #6 of 14 (permalink) Old 12-03-2012, 04:37 PM
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Re: Ford to advertise Lincoln brand during Super Bowl

The ads a nice but the MKZ isn't. Nothing about the car reflects Lincoln's amazing past. That's why I'm sort of baffled that they compare great and respected models like the Continental to the new MKZ.
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post #7 of 14 (permalink) Old 12-03-2012, 05:17 PM
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Re: Ford to advertise Lincoln brand during Super Bowl

well, some time ago I speculated the first Z ad would feature the Kennedy-era Continental convertible with the Z's PanoRoof as its modern interpretation...

...close imho
disclaimer: these new videos haven't loaded for me yet
so basing that on the first video that was taken down


think it might be helpful to look at these commercials as NOT How they align with our perceptions but WHAT they tells us about FLincMoCo's intentions
edit
what I mainly 'hear', combined with what I know from forums is
The new Z is most distinctly the BASE Lincoln CAR...
...everything else will "reach higher"

not yet counting the MKC cuvlet...we'll see about that

&

first video:
"Don't try to be all things to all people, but everything to a select few."


tho the rest of it is a tadd too much "1st date"/resume-ish for me
...fully expect them to air the whole full-length thing tho**
2nd video:
ok, this is a remix of the original video with additions - REALLY like the brief LOGOs just near the beginning and the whole thing is much more to My Taste!


** re-edit/ps
don't think this long-commercial is quite as strong or to-a-point as Chrysler's "Imported from Detroit" was
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post #8 of 14 (permalink) Old 12-03-2012, 06:24 PM
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Re: Ford to advertise Lincoln brand during Super Bowl

Quote:
Originally Posted by 2b2 View Post
"Don't try to be all things to all people, but everything to a select few."
This is so spot IMO. I believe I have said it here before, but I look at the rebuilding of the Lincoln brand in similar fashion to Chrysler trying to make the Ram trucks competitive back in the 90's. Chrysler made the choice to make a visually distinctive truck, one that may well turn off two thirds of the truck market, but so long as they believed it would be loved by the other third they understood they would come out smelling like roses. I think you can draw a paralel to Cadillac with their Art & Science styling, it wasn't going to be loved by everybody, it may well have been loathed by its traditional base, but so long as they could excite enough people it would be a winner.

I cannot say anything we've seen thus far suggests to me Lincoln is truly going that direction, but I'm hopeful.

Excitement is key, and thus far that has been Lincoln's problem.
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post #9 of 14 (permalink) Old 12-03-2012, 08:45 PM
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Re: Ford to advertise Lincoln brand during Super Bowl

ALERT!
I just SAW the 2nd shorter one while watching NBC Nightly News
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post #10 of 14 (permalink) Old 12-03-2012, 08:47 PM
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Re: Ford to advertise Lincoln brand during Super Bowl

It seems they are getting positive reviews but still everyone is screaming their heads off for a RWD Lincoln

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