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Y&R's Launch Campaign for LS Sport Sedan Is 'About Surprise'
SAN FRANCISCO--Young & Rubicam unveiled an ambitious TV campaign over the weekend to promote the $90 million launch of the Lincoln LS luxury sport sedan. The work includes the division's new brand tagline, "Lincoln. American luxury."
The effort is the first for Ford Motor Co.'s Lincoln Mercury division from Y&R, San Francisco, which handles the business with its Irvine, Calif., office. It is also the client's first campaign since it moved operations from Detroit to California a year ago. Y&R previously handled the account out of Detroit.
One 30-second spot and one in 30- and 60-second versions broke Saturday during the British Open golf telecast.
The 60-second execution opens with a shot of the inside of a piano. The camera pulls back to give an overhead view of the instrument and its player. As it pulls back further, the viewer sees that the scene is actually a picture on a compact disc, which is being inserted into the stereo of the Lincoln LS by a woman in the passenger seat.
The camera continues to zoom in and out of other scenes, always returning to the LS. At the end of the spot, the car is shown cruising on a highway in the French Alps. The voiceover, provided by Dylan McDermott of ABC's The Practice, says, "Wood. Leather. Adrenaline. The new Lincoln LS. Where it's going may not be as surprising as where it comes from."
"The campaign is about surprise," said Mike Belitsos, executive vice president and executive creative director at Y&R, San Francisco. "People will be surprised to find that this luxury car with a stick-shift is a Lincoln."
One of the 30-second spots uses only the "Wood. Leather. Adrenaline" theme to emphasize the car's luxury and performance aspects, Belitsos added.
The TV campaign was directed by Gerard de Thame, who has also worked on spots for Audi and Volkswagen. The music was composed for the film The Matrix, said Belitsos.
Print work for the Lincoln LS is currently breaking in publications such as Architectural Digest and Forbes. Outdoor is appearing in major markets nationwide. One outdoor execution shows a Lincoln LS on a scenic highway passing a sign with a drawing of a man yawning, which is in a circle with a red line through it.
The average price for a Lincoln LS is $35,000-37,000. The target buyers are aged 30-54, primarily male and college educated.