Lincoln Debuts "Smarter Than Luxury" Campaign
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Thread: Lincoln Debuts "Smarter Than Luxury" Campaign

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    Editor nsap's Avatar
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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
    Last edited by nsap; 10-01-2010 at 11:20 AM.

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    Re: Lincoln Debuts "Smarter Than Luxury" Campaign


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    Re: Lincoln Debuts "Smarter Than Luxury" Campaign

    Current Car: 2004 Lincoln LS V6 Luxury Cashmere Tri-Coat 3.0L Duratec V6 5 Speed Automatic with SST
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    1999 Mercury Sable LS Premium Toreador Red Clear Coat Metalic 3.0L Duratec V6 4 Speed Automatic

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    Re: Lincoln Debuts "Smarter Than Luxury" Campaign

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

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    Re: Lincoln Debuts "Smarter Than Luxury" Campaign

    Oh look, wescoent is doing Lincoln ads. LOL

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    Re: Lincoln Debuts "Smarter Than Luxury" Campaign

    Quote Originally Posted by SobeSVT View Post
    That's funny . . . . I wonder what car is that?
    Soon to be shown concept.

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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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    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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    Re: Lincoln Debuts "Smarter Than Luxury" Campaign

    Quote 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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    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: 2004 Lincoln LS V6 Luxury Cashmere Tri-Coat 3.0L Duratec V6 5 Speed Automatic with SST
    Previous Cars
    1994 Ford Econoline 150 Centaurus LTD Conversion Van Red and White 351 V8 4 Speed Automatic
    1999 Mercury Sable LS Premium Toreador Red Clear Coat Metalic 3.0L Duratec V6 4 Speed Automatic

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