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Ford Motor Co.’s Lincoln-Mercury division has formed a promotional partnership with Barnesandnoble.com for the launch of the redesigned 2000 model-year Mercury Sable later this month.
The first 30-second TV spot for the vehicle breaks Oct. 18 from Young & Rubicam, Irvine, Calif. The campaign is the agency’s first new work on the Mercury brand since moving its operations from Detroit to Irvine a year ago. It’s also the first work to incorporate the tagline, “Live life in your own lane,” which replaces “Imagine yourself in a Mercury.”
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