Minister Learns Lesson in Lust in Lincoln Ad

DEARBORN, MICH. Ford Motor Co.’s Lincoln division will run its first Super Bowl ad in more than 10 years during the Feb. 6 broadcast of this year’s game. The 30-second spot is part of an integrated marketing campaign for the 2006 Lincoln Mark LT luxury pick-up truck, the company said.

The spot, “Charity,” shows a minister who discovers an unusual tithe in the collection plate—the keys to a new Lincoln Mark LT. He then checks out the vehicle in the church parking lot, falls in love with it, then comes back to earth when the owner of the truck indicates his daughter mistakenly tossed his keys into the plate. The spot ends with the minister putting the letters “LT” on the church marquee to spell out next week’s sermon topic: “LUST.”

The ad, which will debut during the first half of the game, was directed by Tarsem Singh (director of the Jennifer Lopez thriller, The Cell), and utilizes Cassandra Wilson’s version of the Billie Holiday song, “Guilty.” The track was produced by Don Was and was recorded specifically for use in the spot.

The campaign also includes print ads in both pre- and post- Super Bowl editions of USA Today and Sports Illustrated.

“Charity” will also run online, beginning on Super Bowl Sunday, on www.lincoln.com. The Web site offers viewers a chance to pre-order the Mark LT, which will be available in dealer showrooms later this month. The site will also feature online film vignettes of people daydreaming about the Lincoln Mark LT. The online videos were created by Derek Cianfrance, an independent filmmaker who worked on Lincoln’s “Meet The Lucky Ones” online campaign.

Lincoln is also sponsoring the Sports Illustrated Super Swimsuit Party in Jacksonville, Fla., on Feb. 5. Two Lincoln Mark LT vehicles will be on display along the red carpet leading up to the party. The Lincoln Mark LT Chopper, crafted by Orange County Chopper, will be displayed inside the party. The Mark LT Chopper will also be featured on Discovery Channel’s American Chopper on Feb. 14 and 21.