Lincoln Commercials to Air During Grammy Awards

Ford’s luxury brand Lincoln will promote its new vehicle lineup (Lincoln MKZ, MKT and MKS) during the 52nd Grammy Awards, which airs on January 31 on CBS, as part of its music-infused advertising campaign. Lincoln will present viewers with unique concert-like commercials for the Lincoln MKZ, Lincoln MKT and Lincoln MKS that will feature Shiny Toy Guns performing the group's hit rendition of "Major Tom."

"The GRAMMY Awards bring out music lovers who are not only looking for cool music but also up-and-coming bands," explained Connie Fontaine, Brand Content and Alliances manager, Ford Motor Company. "We are giving this audience what they tuned in for."

Lincoln has been using music to draw new, younger customers to the brand since the launch of the Lincoln MKS in 2008.

"Lincoln has grown share over the past couple of years, and we're gaining conquest customers," Thomais Zaremba, Lincoln Marketing Communications manager, said in a release. "That's attributable to the fantastic new products we've put on the showroom floor, and if the popularity of the Lincoln music videos is any indication, the advertising is helping as well."

In addition to the Lincoln commercials airing during the Grammy Awards. Lincoln was also the official sponsor of the first Essence Black Women in Music event, which was held yesterday as part of the Grammy Week.

As part of the sponsorship, Lincoln will have two 2010 Lincoln MKS vehicles on display and a custom advertorial honoring the top Grammy picks in Essence magazine.

"Music has always played a key role in how we've worked to increase awareness of the Lincoln brand within the urban market,” said Crystal Worthem, Lincoln Multicultural Marketing manager. “To be part of an event that allows us to further this strategy, and to do so tied to an event honoring a musical artist of Mary J. Blige's status is incredible."