Y&R Launch Effort for LS Sport Sedan Seeks ‘California Flair’
DETROIT–Ford Motor Co.’s first campaign behind Lincoln Mercury since it moved the division to California a year ago broke this weekend with TV spots from Young & Rubicam, which followed the client to the West Coast.
The $90 million launch of the Lincoln LS luxury sport sedan reflects the automaker’s stated goal of capturing a “bit of California’s flair” while remaining true to the brand’s heritage. Y&R opened an office in Irvine, Calif., following the client’s move there last year.
The campaign consists of one 30-second TV spot, another in 30- and 60-second versions, and extensive print and billboard ads. Print breaks in August books. TV broke over the weekend during the British Open golf telecast. CitySource, a 44-page travel guide featuring 14 Lincoln LS custom-created ads, will be mailed to 1.2 million subscribers of 12 Condƒ Nast publications.
The campaign includes the new Lincoln brand tagline, “Lincoln. American luxury,” as well as the LS tag: “Wood. Leather. Adrenaline.”
Dylan McDermott of ABC’s The Practice narrates the spots, which feature visual tricks that keep the viewer guessing as to what is real and what is illusion. The media buy will lean heavily toward cable stations until the new network programming season begins in the fall, said Mark Turner, a senior vice president at Y&R.
The LS’ target buyers are aged 30-54, split 65 percent male to 35 percent female, with a household income of $75,000 or more and a college degree. “They are ambitious, self-confident, free-thinking people who don’t buy a car for the point it makes to others,” said Jim Rogers, Lincoln Mercury marketing vice president. “They are not ‘chest-pounders.'”
Both agency and client marketing executives said they studied the launch of the Cadillac Catera, which, like the LS, sought to bring a more youthful touch to a venerable brand.