• Oct 17, 2007

Lincoln has seen a bit of a resurgence lately, with sales up 11% over last year. To keep the good times rolling, Ford has tabbed the world's best Frank Sinatra impersonator; Harry Connick Jr. The jazz scion will make his debut on Sunday Night Football sporting MKX duds on a trip through his hometown New Orleans. The spot will run during the Saints game, and the theme is about dreams.

The Lincoln brand also picked up amputee triathlete Sarah Reinertsen to help sell the MKZ. Reinertsen was the first female amputee to finish the Ford Ironman Triathlon Kona. While charitable contributions and inspirational athletes make for great stories, we question how much it helps to move product off dealer lots. Lincoln needs to focus more on highlighting its products, as the MKX and MKZ are newer offerings that many luxury buyers don't even know exist. The MKX commercial is playing during a pricey primetime NFL slot, and the MKX interior is largely unseen and the exterior appears all too briefly. Check out the Harry Connick Jr. MKX commercial after the jump.

[Source: BRANDWEEK]



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  • 20 Comments
      Kit
      • 7 Years Ago
      Who and how do they come up with the headlines for some of these stories?
      tim
      • 7 Years Ago
      Play it safe. Buy Toyota.
      Kathy
      • 7 Years Ago
      It is offensive to exploit the tragedy of Hurricane Katrina to sell a car. It is even worse that it is a high-end car, an automobile that no one in the submerged 9th Ward could ever afford.
      • 7 Years Ago
      Interesting, if you get in my 2006 Lincoln Zepher and turn on C.D., it's Harry's- NOLA C.D.. Since 1965 I've had over 20 new cars and this Lincoln is the very finest i've owned; in every respect! Latest quality report out this week FORD has the highest QUALITY rating of all car companies. Don't think foreign any longer-BUY AMERICAN--G.M., Chrysler, or Ford.....
      • 7 Years Ago
      LOL they should instead stick to keeping the brunette on the screen so people even pay any attention.

      They should also make some decent cars and get a new logo (theirs is ugly imo) instead of rebadging Fords.
      • 7 Years Ago
      Cool car!
      • 7 Years Ago
      :: Ford has tabbed the world's
      :: best Frank Sinatra impersonator;
      :: Harry Connick Jr.

      Firstly, you'd want to use a regular colon, not a semi-colon.

      Secondly, the world's best Frank Sinatra impersonator is and forever shall be the late Phil Hartman.

      Thirdly, I think Ford's missed the mark with their "sell cars through faux altruism" concept. Nothing in the commercial wows me or makes me want to buy (or even look at) the Edge... er, MKX. If anything, it makes me want to donate to Habitat for Humanity and eat some gumbo and Zapps chips.
      • 7 Years Ago
      Sounds like Lincoln's got the amputee market locked up.
      Mike B .
      • 7 Years Ago
      Contrary to all the comments I've seen, maybe one or two nice ones, I think Harry is the perfect spokesman for Lincoln. The commercial is to the point and watchable. Good luck to Ford regaining its rightful place in the market.
      • 7 Years Ago
      Like he would ever consider driving a Lincoln. Like Tiger drives a Buick....
      • 7 Years Ago
      I guess it depends on whether you're talking about singing or general impersonation... Personally I think Michael Buble sounds more like Sinatra than Connick does. Oh, and the less you show of that clumsy round-peg-in-square-hole instrument panel, the more likely you are to lure someone in. The Edge has a much more pleasing instrument panel... they were trying to refer to the '60s square-gauge Lincolns, but it just looks wrong IMHO.
      • 7 Years Ago
      "Ford has tabbed the world's best Frank Sinatra impersonator; Harry Connick Jr."

      I like Joe Piscopo's version better... haha... "I'm done with you, your money's on the dresser..."

      So lets analyze the ad campaign... Guy who dreams he was Sinatra schleps cars for a company that dreams they are still viable... Great!

      Yeah, Lincoln needs to rethink this, rather than make their own version of the "Life liberty and the pursuit" ads from Caddy, they really should push their products. I think Mullaly had the right idea about it being about them, but has failed to convince everyone that in the end products must create the perception of value that the marketers can then push...
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