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Posts Tagged ‘lincoln ads’

Lincoln Asks Public to Help Write its 1st-Ever Super Bowl Ad

Comedian Jimmy Fallon will reach out to “Twitter-sphere."

by on Dec.04, 2012

Late Night host Jimmy Fallon will Tweet for Lincoln - and then help write its 1st-ever Super Bowl ad.

As it prepares to launch its first-ever ad on the much-watched Super Bowl, Lincoln will turn to comedian Jimmy Fallon and the “Twitter-sphere” for help, according to the Ford Motor Co. subsidiary’s new marketing chief.

On Wednesday, Fallon will send out a 140-character blurb asking his fans for their ideas on what Lincoln should say during its debut commercial. The automaker plans to pull together some of the best ideas and turn them into a cohesive spot that it hopes will garner enough attention to stand out during a broadcast event watched as much for its advertising as for the game itself.

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“We’re open to new things,” said Matt VanDyke, global director of marketing, sales and service for the long-struggling luxury brand, during an interview with

Indeed, there are a lot of new things happening at the Ford subsidiary.


Forward Into the Past for Newly Renamed Lincoln Motor Co.

Old name for a newly updated brand.

by on Dec.03, 2012

Lincoln launches its name change -- and the new MKZ -- with a new multimedia campaign.

What difference does a name make? No, that’s not the beginning of an essay on Shakespeare, though Ford is hoping a new name for its long-struggling Lincoln brand will make it smell as sweet as a rose.

The Detroit luxury marque is taking a step forward into the past by reviving the name it first had back in 1922, the Lincoln Motor Co.  Ford officials are hoping that the subtle change – which it plans to heavily promote as part of a new multimedia ad campaign – will help signal the broader changes coming at Lincoln, starting with the launch of the new MKZ sedan.

Back from the Jungle!

“Befitting this new chapter in the life of Lincoln we are making a complete new start in every aspect of consumer communication to emotionally welcome our new target customer into our brand,” said Matt VanDyke, Director of Global Lincoln Brand.


Marty’s Marketing Minutia

Is life imitating art in Lincoln's new commercials?

by on Oct.11, 2010

Isn't that...? Mad Men's John Slattery stars in a new Lincoln ad series.

Once upon a time the Lincoln division of Ford Motor Company was viewed as the American automotive pinnacle of luxurious sophistication, success and status. These were the halcyon days of great looking, really big vehicles like the Mark series. Then the brand became afflicted with inertia, malaise and lethargy resulting in so-so designs, uh-oh quality and “duh” advertising.  Consumers stayed away in droves.

Arguably, among consumers, the best known Lincoln model is the Town Car. This sedan, which has its origins in the automotive equivalent of the Paleozoic era, has retained some cache and panache as the ubiquitous “Black Car” service vehicle in NY, Chicago and LA. But that too is on the endangered species list.

But suddenly Lincoln is making headline news … as a reorganization, restructuring and revitalization program was announced that has a significant impact on the brand’s future. Leading the way to a hoped-for resurgence are two new vehicles, the MKX and MKZ.  Both nice looking models are loaded with sophisticated, state-of-the-art, innovative, incredible technology to inform, entertain and protect the driver and passengers while seated in a luxury setting.  This is a good creative platform. But to promote these new models to the American consumer they’ve borrowed equity to present the cars which I feel is feature not benefit-driven.

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They’ve cast a journeyman actor, John Slattery of the AMC network’s hit series, Mad Men – which is based on an advertising agency in the ‘60s — to be the pitchman in three new television commercials.  The hope is that people watching television will see Slattery and instantly know who he is, the character he portrays on what show, and that this will result in an “OMG isn’t that…?” moment for Lincoln. That’s the borrowed equity. But it’s also a big stretch that could turn into just more “duh” advertising.


Lincoln Ready For A Brand Re-Make

New ad campaign only setting stage for major shift in direction.

by on Oct.04, 2010

The Lincoln MKT, one of the brand's newest offerings, will soon be followed by seven other all-new or significantly redesigned offerings.

This past weekend saw the launch of a new ad campaign and an all-new tagline for Ford’s long-struggling Lincoln brand.  “Smarter Than Luxury,” as it’s been dubbed, will emphasize the Detroit marque’s technology – with features like the voice-activated Sync system.

The goal is to “challenge people’s perception,” by emphasizing technology, style and craftsmanship,” explains Matt VanDyke, Lincoln’s marketing communications director.

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But senior company officials admit that no advertising campaign alone will be enough to right what’s been wrong with Lincoln, a brand that must stand on its own, now more than ever.  And that means a dramatic shift in product direction that will begin to surface over the next several years, company insiders hint, as well as a restructuring of the Lincoln distribution network.