Lincoln launches LS TV ad campaign during British Open Golf Tournament

Campaign Targets New Buyers for Lincoln Brand

IRVINE, Calif. -  Launching its all-new 2000 LS luxury sports sedan during the month of July with a national, fully integrated campaign, Lincoln broke a series of television commercials during the British Open Golf Tournament on CBS.

The campaign, created by Y&R Advertising, includes three spots (a 60-second and two 30-second commercials), as well as extensive print and billboard work. The campaign, Lincoln’s first since moving to California one year ago, is a direct reflection of the company’s desire to capture a bit of California’s creative flare, while still maintaining Lincoln’s heritage of luxury. Lincoln will use its new tag line – "Lincoln. American Luxury." – for the first time throughout the Lincoln LS campaign.

"When we moved a year ago, we said we’d do things differently, and the LS campaign certainly sets a new tone for Lincoln advertising," said Jim Rogers, Lincoln Mercury vice president of marketing. "The entire campaign, print and broadcast, is a serious departure from what consumers have seen in the past. I’m confident it will set the LS apart from its competitors."

As an all-new entry into the fast-growing luxury sports sedan segment, the Lincoln LS is designed to target an entirely different buyer from traditional Lincoln owners. Starting at $31,450, the Lincoln is targeting younger customers to the Lincoln brand with a balanced mix of luxury and sport. Many customers will be either first time luxury car buyers moving up from domestic or import sedans, or moving over from other competition in the class.

The themes of the commercials – "Wood. Leather. Adrenaline." and "Where it’s going may not be as surprising as where it’s coming from." – were created to attract consumers who might not have considered a Lincoln before.

"Primarily, we wanted the Lincoln LS advertising to be as surprising as the idea of Lincoln bringing to market a luxury sports sedan that rivals Mercedes, Lexus or Audi," said Mike Belitsos, Executive Creative Art Director for Young & Rubicam. "The ads were designed to provide a visual surprise at every turn so the viewer is constantly engaged and ultimately mesmerized by the communication."

The spots, narrated by Dylan McDermott of ABC's The Practice, will continue to run during events-oriented programming as well as targeted cable programs through the summer. This fall, Lincoln will add prime-time network television to the media mix.

"The LS provides a sporty and luxurious sedan for Lincoln," said Mark Turner, senior vice president of the Lincoln Brand Team at Y&R Advertising. "Lincoln always has had luxurious, and now the sportiness of the LS will help attract a new type of buyer while introducing the Lincoln brand to a new generation."

Billboards in major cities, as well as print ads in national newspapers and enthusiast and lifestyle magazines, will complement the television campaign. In addition, Lincoln is executing a lifestyle-oriented custom publishing campaign with 12 Conde Nast publications, including Vogue, GQ, Gourmet, Architectural Digest and Conde Nast Traveler, among others.