Lincoln has just launched an extensive ad campaign which aims to bring Ford’s luxury sub-brand back into the spotlight, with the introduction of the 2013 MKZ sedan, later this month. To guarantee maximum exposure, they will also be airing a one-minute ad during the Super Bowl break, on February 3rd, next year.
According to Matt VanDyke, Lincoln’s global head of marketing, sales and service, "Lincoln has been off the radar for many people. What we want to do is establish it quickly. We're going to have to use high profile placements, use every tool in the toolbox." They have even used images of the original Lincoln (Abraham) in the actual ads, though we`re not really sure why...
The ad campaign aims to inject some sense of modernity into the 97 year-old brand, as it briefly talks about its history, and how Lincoln has always done things differently, and made unique cars.
The main star of the campaign is the new MKZ, which we must admit is pretty striking to look at, features a very plush-looking interior and has an excellent range of Ford-sourced EcoBoost powerplants, so it`s also quite economical, achieving 45 mpg combined, in its hybrid form.
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