Lincoln Debuts "Smarter Than Luxury" Campaign [Archive] - Ford Inside News Community

: Lincoln Debuts "Smarter Than Luxury" Campaign



nsap
09-30-2010, 10:16 AM
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


http://www.gminsidenews.com/forums/gallery/data/500/medium/LINC0_Spd_R02a.jpg

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

SobeSVT
09-30-2010, 10:20 AM
HELLOOOO!!! (http://www.fordinsidenews.com/forums/showthread.php?6444-Lincoln-Uses-Lighting-amp-Star-Power-in-New-Ad-Campaign)

Andrew L
09-30-2010, 10:22 AM
http://1.bp.blogspot.com/_bo7lQN6X3pg/SvgMoEbmYdI/AAAAAAAABIM/yJAQNAuQ21I/s400/john+slattery.jpg

SobeSVT
09-30-2010, 10:26 AM
http://1.bp.blogspot.com/_bo7lQN6X3pg/SvgMoEbmYdI/AAAAAAAABIM/yJAQNAuQ21I/s400/john+slattery.jpg
That's funny . . . . I wonder what car is that?

Extreme4x4
09-30-2010, 01:19 PM
Oh look, wescoent is doing Lincoln ads. LOL

All-Or-Nothing
09-30-2010, 05:51 PM
That's funny . . . . I wonder what car is that?

Soon to be shown concept.

All-Or-Nothing
09-30-2010, 06:02 PM
I wonder what activist group is gonna cry about him holding a cigarette.

2b2
10-01-2010, 12:34 AM
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 (http://autoadopolis.wordpress.com/2010/09/30/lincolns-new-ad-approach/)
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/presentation/projects/detail/787027/806238/7265842/?presentation=a7e887d830eebc5636399cee6acbb822
http://publicvfx.wiredrive.com/projects/detail/787027/806238/7265692/?presentation=a7e887d830eebc5636399cee6acbb822&dir=back
http://publicvfx.wiredrive.com/projects/detail/787027/806238/7265761/?presentation=a7e887d830eebc5636399cee6acbb822&dir=next

SobeSVT
10-01-2010, 05:31 AM
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.

Andrew L
10-01-2010, 06:04 AM
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 (http://autoadopolis.wordpress.com/2010/09/30/lincolns-new-ad-approach/)
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/presentation/projects/detail/787027/806238/7265842/?presentation=a7e887d830eebc5636399cee6acbb822
http://publicvfx.wiredrive.com/projects/detail/787027/806238/7265692/?presentation=a7e887d830eebc5636399cee6acbb822&dir=back
http://publicvfx.wiredrive.com/projects/detail/787027/806238/7265761/?presentation=a7e887d830eebc5636399cee6acbb822&dir=next

ugh if only I wasn't at work I would watch these

looks like I am going home for lunch!

ausrutherford
10-01-2010, 07:03 AM
Wow, got to say...give Farley some more pay for he deserves it! Those commericals are worth it.

Andrew L
10-01-2010, 10:24 AM
ugh if only I wasn't at work I would watch these

looks like I am going home for lunch!

Home for lunch!

wow these look great! I really like them... now lets get some new ads for the MKS, MKT, and Navigator

Extreme4x4
10-01-2010, 11:00 AM
Yeah, I saw them over on BON. I think they are pretty great too.

People always react to a tagline, before they see the context in which it will be used. Once you see the ads, the tagline makes perfect sense.

Posters did the same thing when "Drive One," first came out. Now you don't see the complaints about it, as it fits the advertising.

nsap
10-01-2010, 11:25 AM
I have uploaded the commercials to FIN's YouTube page. Links to each are in the first post!

2b2
10-01-2010, 12:35 PM
found a couple on youtube http://www.gminsidenews.com/forums/images/smilies/smile.gif
http://www.youtube.com/watch?v=Pc2LEq4sNRQ
http://www.youtube.com/watch?v=CE2lIBQn2KM&feature=player_embedded
but they cut off part of the tagline at the end

OOPS
just saw Nsap had them already -- nevermind http://www.gminsidenews.com/forums/images/smilies/wink.gif

T'Cal
10-03-2010, 02:57 PM
I look forward to new products from Lincoln. I hope to see a fullsized RWD sedan as a flagship and a coupe based either on the MKZ or MKS, which are very good cars. A two-seater convertible based on the Mustang would be outstanding. A new Navigator will be interesting what with the new V8s and the EBV6 available in the trucks on which it is based. While the MKX looks good and is competitive, I'm not a fan of the MKT with its awkward styling and cramped back seat.

Andrew L
10-03-2010, 04:37 PM
I look forward to new products from Lincoln. I hope to see a fullsized RWD sedan as a flagship and a coupe based either on the MKZ or MKS, which are very good cars. A two-seater convertible based on the Mustang would be outstanding. A new Navigator will be interesting what with the new V8s and the EBV6 available in the trucks on which it is based. While the MKX looks good and is competitive, I'm not a fan of the MKT with its awkward styling and cramped back seat.

Agreed, I can't wait to see an EcoBoost Navigator

As for the MKT, it does well for what it is, I really would like to see the livery version with no 3rd row seat... sounds awesome

falcon lover
10-11-2010, 12:04 PM
http://1.bp.blogspot.com/_bo7lQN6X3pg/SvgMoEbmYdI/AAAAAAAABIM/yJAQNAuQ21I/s400/john+slattery.jpg

wow! This picture is very nice. The man is very, very handsome, masculine, elegant,:p ... is a pity that is smoking. This is not good for the Lincoln's public image. The tobacco is bad for the health.
And that interior is real?? That is a Lincoln car?? New? Concept?? Looks terrific, looks upscale...remind me the looks of an old Rolls Royce or Bentley.

Andrew L
10-11-2010, 12:13 PM
wow! This picture is very nice. The man is very, very handsome, masculine, elegant,:p ... is a pity that is smoking. This is not good for the Lincoln's public image. The tobacco is bad for the health.
And that interior is real?? That is a Lincoln car?? New? Concept?? Looks terrific, looks upscale...remind me the looks of an old Rolls Royce or Bentley.

That is from the TV Show Mad Men

falcon lover
10-11-2010, 01:06 PM
That is from the TV Show Mad Men

And the car? What car is???

Andrew L
10-11-2010, 01:58 PM
And the car? What car is???

not sure I haven't seen the show.. anyone here watch it?

TurboS40
10-14-2010, 10:15 AM
Could the vehicle be some form of an MKT Limousine using the seating format similar to the Fleetwood 75? Using fold out occasional seats in the middle and the rear seat as the main seating area. See how the door has the "hop up"(or whatever it's called) from the MKT.

falcon lover
10-14-2010, 10:37 AM
Could the vehicle be some form of an MKT Limousine using the seating format similar to the Fleetwood 75? Using fold out occasional seats in the middle and the rear seat as the main seating area. See how the door has the "hop up"(or whatever it's called) from the MKT.

i have the same idea. Looks like a heavily modified MK T interior.... with a very small rear window and completly new seats configuration

TurboS40
10-14-2010, 03:01 PM
I figured it out. The picture is an interior of a 1958 Cadillac Fleetwood 75. I viewed a 1958 Cadillac brochure online and it looks just like this interior.

All-Or-Nothing
10-15-2010, 02:16 AM
http://1.bp.blogspot.com/_bo7lQN6X3pg/SvgMoEbmYdI/AAAAAAAABIM/yJAQNAuQ21I/s400/john+slattery.jpg

http://home.comcast.net/~sarahdyoung/1958CadLimoBackSeat.jpg

Should have had him sitting in a Lincoln but I believe this shot is from the TV Show.

Andrew L
10-15-2010, 05:07 AM
that front seat looks out of place... I am guessing its removable or something

SobeSVT
10-15-2010, 05:18 AM
That picture is from the first season of Mad Men.

In the second season both a 61 Lincoln Continental and a Cadillac Fleetwood Sedan played prominent parts.