RichardJensen Posted August 4, 2006 Share Posted August 4, 2006 (edited) Click here to read the article and view the video clip These commercials look pretty creative. Hopefully they don't suffer from the fate of being too clever (the "plot" is remembered, but the product is not). The Dwayne Wade & MKZ commercials look like they might not make a positive enough impact for Lincoln, both have interesting twists at the end, a lot hinges on execution. Edited August 5, 2006 by staff2 Quote Link to comment Share on other sites More sharing options...
Hugh Posted August 4, 2006 Share Posted August 4, 2006 Some of them sound good. I hope the message gets across...buy a Lincoln the voice said. Quote Link to comment Share on other sites More sharing options...
630land Posted August 4, 2006 Share Posted August 4, 2006 It is a step in the right direction. Now some on here didnt like the new Navi front, but it looks like nothing else on the road, and does look like a 1969-74 Continental front end. The old Navi was dated and bland. Quote Link to comment Share on other sites More sharing options...
Explorer4X4 Posted August 4, 2006 Share Posted August 4, 2006 Better then their current advertising. Not as bad as Buick's old slogan! It was "Dream Up" What the hell? That says: You can't have a Buick (ever), so dream up loser. Lincoln's current brochures focus on famous places, and not the car. Quote Link to comment Share on other sites More sharing options...
Roadrunner Posted August 5, 2006 Share Posted August 5, 2006 Buick's old slogan was meant to evoke a "look what you can get" image. It's better than "On the American Road" Quote Link to comment Share on other sites More sharing options...
Edgey Posted August 5, 2006 Share Posted August 5, 2006 I guess the 4th new model is the Naivgator L. Expedition EL and Navigator L....I wonder if it's a mistake not to better market those bigger and more expensive brutes with a different naming scheme. Ford might want to more discretely roll these gas hogs into the market and avoid the ridicule that might be caused if Ford promoted them more heavily. Quote Link to comment Share on other sites More sharing options...
DSenstad Posted August 5, 2006 Share Posted August 5, 2006 I don't think Lincoln buyers have ever been the econobox buyers, they might be the right venue to promote the new SUV's and let the Expidition ride on their tails for the moment. Quote Link to comment Share on other sites More sharing options...
Footballfan Posted August 5, 2006 Share Posted August 5, 2006 Is Ford "dreaming" of when Lincoln was the number one luxury brand in the US? Quote Link to comment Share on other sites More sharing options...
RichardJensen Posted August 5, 2006 Author Share Posted August 5, 2006 (edited) Is Ford "dreaming" of when Lincoln was the number one luxury brand in the US? Yeah. For all of one year during which Ford's investment in new NA cars was non-existent. Good times. Edited August 5, 2006 by RichardJensen Quote Link to comment Share on other sites More sharing options...
Explorer4X4 Posted August 5, 2006 Share Posted August 5, 2006 There isn't anything wrong with "On The American Road", but Dream Up sucks. Quote Link to comment Share on other sites More sharing options...
Blue Oval Staff Posted August 5, 2006 Share Posted August 5, 2006 After watching the video clip, how do rate Lincoln's 'Dream' Commercial? Quote Link to comment Share on other sites More sharing options...
Explorer4X4 Posted August 5, 2006 Share Posted August 5, 2006 On a scale from 1 to 10, I'd say 7. But definetly better then their current "people" comercials. Quote Link to comment Share on other sites More sharing options...
RichardJensen Posted August 5, 2006 Author Share Posted August 5, 2006 On a scale from 1 to 10, I'd say 7. But definetly better then their current "people" comercials. Huh? That commercial was full of people. Quote Link to comment Share on other sites More sharing options...
DCK Posted August 5, 2006 Share Posted August 5, 2006 Huh? That commercial was full of people. I sais poor because it explains nothing about the vehicles. Plus it you haveno clue what the commercial is about until the very end with the lincoln logo, but still it is a good commercial to watch but a very poor commercial attracting buyers to Lincoln. Quote Link to comment Share on other sites More sharing options...
RichardJensen Posted August 5, 2006 Author Share Posted August 5, 2006 I sais poor because it explains nothing about the vehicles. You want to find out about a vehicle? Look on the internet. Commercials are about building brand identity, not saying "The Belchfire 8 was awareded a Consumer Guide Best Buy". This commercial is the 'theme' commercial, in the same way the Ford "Go" commercial was a theme commercial. However, do not expect subsequent Lincoln commercials to tell you much about the vehicle. Why? Because people tune that crap out. They have been tuning it out for years. Quote Link to comment Share on other sites More sharing options...
fllcobra Posted August 6, 2006 Share Posted August 6, 2006 I agree that the commercials should show off the vehicle more than just invoke a feeling of... seeing North America.... There was hardly an interior shot and this is the Lincoln interiors are the one feature that really stand out. Quote Link to comment Share on other sites More sharing options...
Misteredog Posted August 6, 2006 Share Posted August 6, 2006 (edited) Not bad, but it can't hold a candle to another commercial Lincoln had earlier this year for the Zephyr which featured Melvin Van Peebles and the poem "Dream Variation" by Langston Hughes. It was a really poetic ad, and it got under my skin, the editing, visuals, music, and spoken word coming together perfectly....to make me want to buy a new car! Well I couldn't afford or justify buying a new car so I pulled down a couple of volumes of Hughes' poetry I had from my college days and reread some--which is worthy outcome too. Edited August 6, 2006 by Misteredog Quote Link to comment Share on other sites More sharing options...
waymondospiff Posted August 7, 2006 Share Posted August 7, 2006 Since these are essentially "full-line" advertisements I think they should have included the Mark LT. I see why they don't want to show the Town Car, it's old and dowdy, not the image Lincoln wants to convey. But the Mark LT is part of the "modern" Lincoln. Also, more images of the cars. You don't have to say "buy, buy, buy" but show the people saying "I dream of the corner office" tooling around the city in a MKX, the person saying "I dream of no office" tooling the country side in a Mark LT. Link the actions, this case dreams, to the product. Show the link. Scott Quote Link to comment Share on other sites More sharing options...
RichardJensen Posted August 8, 2006 Author Share Posted August 8, 2006 the person saying "I dream of no office" tooling the country side in a Mark LT. This guy shows up later. He's driving a MKZ, sees a scarecrow in a field, drives out ditches his suit and cell-phone and drives off in the scarecrow's clothes. It's touting the MKZ's AWD capabilities or something. Quote Link to comment Share on other sites More sharing options...
silvrsvt Posted August 14, 2006 Share Posted August 14, 2006 I saw one of these commericals at the movies last Friday night...wasnt too bad... Quote Link to comment Share on other sites More sharing options...
Nels Nelson Posted August 16, 2006 Share Posted August 16, 2006 Advertising Age says the new Lincoln ads are perfect: perfectly vacuous, perfectly pompous and perfectly pointless. http://adage.com/columns/article?article_id=111127 Quote Link to comment Share on other sites More sharing options...
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