Just as the ink dried on the Jan 30 press release that leaves Lincoln out of Ford's Global "Luxury car" group (see Remember Lincolns) February 1 brings this wonderful announcement of Lincoln's phase two 2004 ad campaign that focuses the American public directly on the future of the Lincoln Division - SUV's:
"The Lincoln ads take "Travel Well" on the road – literally – to build desire and excitement for the Lincoln brand. In "Tokyo," the star of the spot is a Navigator, the vehicle that created the full-size luxury SUV segment. Parked amid the bustling traffic of a hectic Tokyo cityscape, the Navigator's bold, confident stance attracts local passersby, who are then intrigued by its clever use of technology. In addition to its handsome styling, the spot highlights the power folding rear seat, power reverse tilt-down mirrors and DVD player.
The deft handling and smooth ride of the Aviator are shown off in "Moonlight" as the mid-size SUV winds its way along a picturesque California coastline. The ad also illustrates that Aviator is the SUV that delivers spontaneity. After exchanging glances, the husband and wife in the Aviator pull off to a romantic, deserted beach. They begin shedding their clothes as they head for the water, while the camera fades to black – just in time.
The fourth new Lincoln ad is a combined Navigator and Aviator spot called "Fotobooth." Light-hearted in tone, the ad shows a young professional snapping photos of himself and trying to sort out which of the two SUVs suits him best. "From a great choice to a tough decision," says the narrator.
These latest ads follow the national television introduction last fall of "Father and Son," which featured Earvin Johnson and his son, Andre. In the 30-second ad, Andre Johnson points out the luxury features on his dad's new Navigator, including the power liftgate, power-folding third-row seat, DVD player and voice-activated navigation system. When it comes time for Andre to ask for the keys, Earvin Johnson does what many fathers do: He smiles – and says no. The ad, created by Y&R, will also be used in early 2004.
A second ad, produced by UniWorld Group, Lincoln-Mercury's African-American ad agency, is called "Cruisin.'" The 30-second spot features Earvin Johnson and his wife, Cookie, in an Aviator. Earvin sings to a rendition of the Smokey Robinson song, "Cruisin'" as the couple drive to a romantic sailing outing, enjoying the luxury interior, handling and performance of their Aviator. The story line takes a humorous twist at the end when Cookie has left the vehicle and Earvin is still inside, caught up in the moment."
Well what do you all think? Time to bolt those brush guards on the Marks yet?
"The Lincoln ads take "Travel Well" on the road – literally – to build desire and excitement for the Lincoln brand. In "Tokyo," the star of the spot is a Navigator, the vehicle that created the full-size luxury SUV segment. Parked amid the bustling traffic of a hectic Tokyo cityscape, the Navigator's bold, confident stance attracts local passersby, who are then intrigued by its clever use of technology. In addition to its handsome styling, the spot highlights the power folding rear seat, power reverse tilt-down mirrors and DVD player.
The deft handling and smooth ride of the Aviator are shown off in "Moonlight" as the mid-size SUV winds its way along a picturesque California coastline. The ad also illustrates that Aviator is the SUV that delivers spontaneity. After exchanging glances, the husband and wife in the Aviator pull off to a romantic, deserted beach. They begin shedding their clothes as they head for the water, while the camera fades to black – just in time.
The fourth new Lincoln ad is a combined Navigator and Aviator spot called "Fotobooth." Light-hearted in tone, the ad shows a young professional snapping photos of himself and trying to sort out which of the two SUVs suits him best. "From a great choice to a tough decision," says the narrator.
These latest ads follow the national television introduction last fall of "Father and Son," which featured Earvin Johnson and his son, Andre. In the 30-second ad, Andre Johnson points out the luxury features on his dad's new Navigator, including the power liftgate, power-folding third-row seat, DVD player and voice-activated navigation system. When it comes time for Andre to ask for the keys, Earvin Johnson does what many fathers do: He smiles – and says no. The ad, created by Y&R, will also be used in early 2004.
A second ad, produced by UniWorld Group, Lincoln-Mercury's African-American ad agency, is called "Cruisin.'" The 30-second spot features Earvin Johnson and his wife, Cookie, in an Aviator. Earvin sings to a rendition of the Smokey Robinson song, "Cruisin'" as the couple drive to a romantic sailing outing, enjoying the luxury interior, handling and performance of their Aviator. The story line takes a humorous twist at the end when Cookie has left the vehicle and Earvin is still inside, caught up in the moment."
Well what do you all think? Time to bolt those brush guards on the Marks yet?