Lincoln Mercury Dealers Ink Lions Coach

DETROIT The Metro Detroit Lincoln Mercury Dealers’ Association has signed a three-year agreement with Detroit Lions head coach Steve Mariucci to serve as spokesman.

As part of the agreement, Mariucci will make several personal appearances and will appear in TV and radio ads, which will air in the Detroit market, including a new campaign breaking Aug. 11. Financial terms were not disclosed. Young & Rubicam in Dearborn, Mich., created the ads.

The new campaign, which includes five TV and six radio spots, features the Mercury Mountaineer, Lincoln Navigator and new Aviator sport utility vehicles. Creative includes Mariucci drawing a parallel between his National Football League experience and the power and luxury of the Lincoln Navigator and Aviator and the versatility of the Mercury Mountaineer.

The Metro Detroit Lincoln Mercury Dealers’ Association includes 15 dealerships in the Detroit area.

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