Lincoln Breaks Work

A Hipper Image Is the Goal of Y&R's Ads LOS ANGELES--Young & Rubicam is launching a series of TV commercials for Lincoln targeting markets that are traditionally the realm of 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 fundamental goal of the work is to give the line of vehicles a hipper image. The Media Edge, a division of Y&R, handles media duties for Lincoln Mercury. There is no print component in the current campaign. "They do have a perception of being conservative," Y&R associate creative director Alan Torreano said about the automaker. 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.) "There's a mental move on their part to get closer to a younger demographic," Torreano said. The 30-second spots, distributed for use by the various Lincoln Mercury Dealer Associations across the country, aim to entice consumers away from the BMW and Lexus brands. They also incorporate the new Lincoln tagline, "American luxury." The inital spot, titled "Freedom Rules," 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. Airy music with a quick beat provides the background. 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," concludes the voiceover at the end. 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. "We were trying to get an organic feel out of a very metallic industry," Torreano said. "You see a million car spots. You try to come up with something friendly and warm." The LS was recently named Motor Trend magazine's car of the year for 2000 and is meant to compete directly with BMW and Lexus models. Among the other team members working on the Lincoln Mercury business at the Irvine agency are co-creative director/copywriter Skip Holloway and producer Diane Knight.

Brand Marketing

Lincoln Breaks Work

David Lipin

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David Lipin