Lincoln Debuts "Smarter Than Luxury" Campaign
New marketing for Ford's luxury division intended to educate consumer's on technology.
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.