Lincoln Tries for Hipper Image

Y&R’s New Campaign Goes Directly After BMW, Lexus Crowd
LOS ANGELES–Young & Rubicam is launching a series of TV commercials for Lincoln that target younger drivers drawn more to Lexus and BMW.
The first in a series of five spots began airing nationally late this month. The rest will roll out by the end of the summer. The goal of the work is to give the line of vehicles a hipper image.
“They do have a perception of being conservative,” Y&R associate creative director Alan Torreano said of Lincoln. Overcoming that “was all part of their move to California,” he said. Lincoln Mercury moved its headquarters from Detroit to Irvine, Calif., in 1998, prompting Y&R to move its team there as well.
The 30-second spots, distributed to Lincoln Mercury dealer associations nationwide, incorporate the 10-month-old tagline, “American luxury.”
The initial spot opens with a computer-animated flower that opens to release a butterfly. “Impose fewer limitations and the sky’s the limit,” says a voiceover as the Lincoln Navigator and Lincoln LS sport sedan are seen cruising country roads. A brief shot of the LS interior is included toward the end of the spot, as the butterfly again flies across the screen.
“At Lincoln, rules aren’t just meant to be broken. They simply aren’t meant to be,” a voiceover concludes.
Torreano said the commercials emphasize a lack of restrictions and the freedom that comes with driving Lincoln automobiles. He also said the spots show a more delicate side of the product in a category that often focuses on images of power and durability.
The Media Edge, a division of Y&R, handles media duties for Lincoln Mercury. K