Ford Motor Co. will more than double its network media spend behind Lincoln Mercury, starting with a new campaign that breaks this week. The work is tagged, "There are those who travel. And those who travel well."
Lincoln's former tagline, "American luxury," will continue as the brand's internal "rallying cry," said Ann Kalass, Lincoln Mercury mar keting manager.
A 60-second branding spot, titled "Living Well," breaks today, followed by three ads for Navigator that will roll out May 8. Created by Young & Rubicam in Irvine, Calif., the spots feature new signature Lincoln music, an upbeat jazzy score. Lincoln continues to attempt to lower the median age of its customer base, currently 59.
Last year Lincoln spent about $30 million on network TV, a figure Kalass said will double. Overall Lincoln spent $125 million last year, a 22 percent drop from the previous year, according to CMR.
Media planning is handled by Mediaedge: cia, Irvine, while buying is executed by Ford Motor Media, De troit, a unit of J. Walter Thompson.
"Living Well" features quick cuts of scenes in which a Lincoln is integral, such as a Town Car delivering a bride and groom to their wedding, guys' night out in a Lincoln LS and actor Dennis Hopper emerging from a Town Car at a movie premiere.
The Navigator spots feature quirky images, such as a guy making various parts of his Navigator—the power lift gate and side mirrors—move in time with music emanating from a nearby building.
Hopper's the only celebrity pitchman in the current batch of ads, but future spots could feature tennis star John McEnroe, who has previously appeared for Lincoln, Kalass said.