Lincoln Unleashes ‘MadCrazyLove’

DETROIT Lincoln will break a new campaign for its MKS sedan tonight with a three-minute spot, “MadCrazyLove” — also the name of the campaign — running during the Black Entertainment Television Awards pre-show.

The spot, via UniWorld, Dearborn, Mich., is set to a Marvin Gaye soundtrack and shows a couple driving through the Hollywood Hills in an MKS. They stop for a bite to eat and to check out the car’s features.

Another 30-second spot, “Something Warmer,” will also break during the BET Awards. Following the show, both ads will be available for viewing online at Lincolnlounge.com and Lincoln.com.

Two more (30- and 15-second) commercials will debut on June 30. Print will break in August in national lifestyle books, including Ebony and Uptown. The broadcast spots use some footage from “MadCrazyLove” and also highlight the MKS’ features.

Additionally, Lincoln will launch a Web campaign early next month. Details of the buy were not disclosed.

“Studies continue to show that Americans are embracing the Internet in a bigger way, and are looking beyond sound bites for broader stories,” Tom Grill, Lincoln’s communications manager, said in a statement.  “‘MadCrazyLove’ accomplishes just that.”

Lincoln’s overall sales were down 22 percent through May, while its car sales were down almost 35 percent, per Autodata, Woodcliff Lake, N.J.

Ford, which owns Lincoln, spent $950 million on ads last year, per Nielsen Monitor-Plus. Ford’s lead agency is Team Detroit, Detroit.