Lincoln Launches New Branding, Leverages Lincoln Motor Company Name

[Andrew L]

Rumors surrounding a Lincoln name change are now validated.
www.FordInsideNews.com
November 29, 2012
By: Nick Saporito

In a new commercial on the brand's YouTube page, Lincoln has officially launched a new advertising campaign and a tweaked name: Lincoln Motor Company. The new ad validates recent speculation that Ford Motor Company was pondering a name change for their luxury brand, and suggests that an entirely new branding strategy is beginning to roll out just as the 2013 MKZ launches.

The commercial depicts flashbacks of Lincoln's past, including an opening shot of an individual clearly mimicking President Abraham Lincoln, for whom the Lincoln brand was originally named after. Throughout the spot blurbs from the past compare to the realities of the all-new 2013 MKZ, such as the car's panoramic roof in comparison to the suicide doors on the 1961 Continental.

At the end of the ad is when Lincoln's branding change is displayed clearly. The ad ends with the text "Lincoln Motor Company" and the iconic Lincoln star logo. Likely in an effort to drive home the new name, it is even verbally announced in the ad.

Oddly Lincoln has not made any formal announcements regarding the name change or new campaign, though we fully expect to see a slew of new ads rolling out in the next few months as Lincoln Motor Company rolls out their latest and greatest, the MKZ.

[nruggiero]

OMG!!! That is the best Lincoln or should I say Lincoln Motor Company Commercial I have ever seen!

Nice MKZ footage! I also like how they featured the best President of the U.S.!

Thanks for sharing, Andrew!

[2b2]

New Commercial



I actually really like it

well, I like it too
a longer (60 sec) version might increase to Love
but
this is kind of a once in lifetime moment (or Better Be!)
& by that^ criteria, it's just all right

((funny, on the way home from getting groceries earlier today
I was grooving to "Head Over Heels" on an oldie station
and was thinking that might be OK for a Lincoln commercial
with some attractive young lady's ManoloBlanco(sp?) clad feet up thru the Z's PanoRoof...
...yes?))

[Andrew L]

well, I like it too
a longer (60 sec) version might increase to Love
but
this is kind of a once in lifetime moment (or Better Be!)
& by that^ criteria, it's just all right

((funny, on the way home from getting groceries earlier today
I was grooving to "Head Over Heels" on an oldie station
and was thinking that might be OK for a Lincoln commercial
with some attractive young lady's ManoloBlanco(sp?) clad feet up thru the Z's PanoRoof...
...yes?))

[2b2]

^ eww?
Sinatra is BEFORE even my time
(except for that Mia Farrow episode)
think we need music from Madonna and later
(except for starship music)

[nruggiero]

^ eww?
Sinatra is BEFORE even my time
(except for that Mia Farrow episode)
think we need music from Madonna and later
(except for starship music)

Frank Sinatra's music is still very popular.

Madonna? Really?

It would be funny to see a MKZ commercial with "Like a Virgin" playing in the background.

[torino429]

Buy one, and you will then own an LMC! HaHa!

[2b2]

^ what's an "LMC"?

Frank Sinatra's music is still very popular.

Madonna? Really?

It would be funny to see a MKZ commercial with "Like a Virgin" playing in the background.

just meant the timeframe (tho "Express Yourself" might work...eventually)
&
what age group is Sinatra popular with???

[nsap]

I like that ad a lot.

What Lincoln is doing is basically reintroducing the brand to the public, which needs to be done. Using history and lineage in reintroducing a brand can be tricky, but so far I like Lincoln's application of it. I can't wait to see how the campaign evolves.

Also, using Abe in the beginning is a nice tie to pop culture (the Lincoln movie).

[2b2]

just thinking about shorter & shorter attention spans
and wondering WHEN this will start airing?
so the people see it and drop by the dealer
who says, "We may have a new Z in a few weeks? ... a month? ...next year for sure"