Lincoln Luxury Truck to Play on Super Bowl

NEW YORK Lincoln Mercury will kick off a campaign for its Lincoln Mark LT luxury truck on Feb. 6, with the Ford division’s first Super Bowl spot in more than 10 years.

The effort also includes a tie-in with Sports Illustrated in Jacksonville, Fla., site of Super Bowl XXXIX.

The truck will be promoted in a 30-second spot, via Young & Rubicam, Detroit, during the first half of the game. Creative details of the spot were not disclosed, but a digital extension of the ad will be available at Lincoln.com on the day of the Super Bowl, according to the company.

Concurrent print ads will appear in USA Today and Sports Illustrated.

Lincoln will also sponsor the “Sports Illustrated Super Swimsuit Party” in Jacksonville on Feb. 5. The company this week initiates a pre-launch sweepstakes campaign at Lincoln.com, “Jet to Jacksonville,” dangling a trip for two to the game.

Spending for the effort was not disclosed. The $40,000 truck will hit dealer showrooms this spring.