• Oct 3rd 2010 at 7:01PM
  • 27
Mad Men's John Slattery, Lincoln's new pitchman. Follow the jump to watch the new TV spot.

Lincoln wants everyone in TV land to know about its freshened model lineup. To grab their attention, they've gone with a heavy hitter from a pretty popular ad agency to shill the 2011 MKX: Roger Sterling, from Sterling Cooper Draper Price. OK, fine... not Roger Sterling, but John Slattery, the actor who portrays him on AMC's Mad Men.

Slattery will plug the new "Smarter than Luxury" campaign, which launches during coverage of the Ryder Cup golf tournament. The focus of the ads is to highlight the technology and craftsmanship that are put into each new Lincoln vehicle. The TV spots will be backed up by a full print campaign as well, highlighting the 2011 Lincoln MKX and the MKZ hybrid.

Mad Men is a huge hit, so it's a no-brainer for Lincoln to tap into that popularity. Mercedes-Benz has already signed Jon Hamm (a.k.a. Mad Men's Don Draper) as the new voice-man for its commercials. Hop the jump to see Slattery pitch the latest from Lincoln.

[Source: Ford]

Show full PR text
  • Lincoln is debuting a new ad campaign called "Smarter Than Luxury," featuring a new look and feel, designed to shine a spotlight on the technology and craftsmanship that differentiates the new Lincoln product
  • Actor John Slattery will appear in the new Lincoln ads set to launch Saturday on NBC during the Ryder Cup golf tournament
  • The launch of a print ad campaign will coincide with the TV ads, with both featuring the 2011 Lincoln MKX and Lincoln MKZ Hybrid, designed to evoke emotion and challenge customer perceptions of luxury Television Ads
Lincoln is debuting a new ad campaign called "Smarter Than Luxury"

Dearborn, Mich., Sept. 30, 2010 – The Lincoln brand is unveiling a new ad campaign, the latest step in creating a look that demonstrates to customers they are getting more than just luxury with a Lincoln product. When the "Smarter Than Luxury" campaign debuts on Saturday, customers will know they are looking at a brand with even more exciting products and technologies that are now arriving in Lincoln showrooms.

"This campaign shows that Lincoln offers a heightened sense of style, craftsmanship and technology and we're showing that off in a new way for this brand," said Matt VanDyke, Ford director of U.S. Marketing Communications. "We're going to challenge people's perceptions of luxury and show that we deliver more technology and luxury for an unexpected amount of content for the price."

The TV ads feature the latest Lincoln vehicles – 2011 Lincoln MKX and MKZ Hybrid – along with actor John Slattery. Alternating between beauty shots of the vehicle and Slattery, the 30-second spots give viewers a knowing perspective of the vehicle.

In the ads, which begin airing Saturday during the Ryder Cup golf tournament on NBC, Slattery is shown walking around, driving and interacting with the car, all while his voice-over plays – giving a wink and a nod to the important things he finds along the way.

"We chose John for his authentic, real-world appeal," said Connie Fontaine, Lincoln communications manager. "He was the ideal choice to credibly talk to consumers about the appeal for the newest Lincoln vehicles."

One ad tells the story behind the Lincoln MKZ Hybrid, the most fuel-efficient luxury sedan on the market. Ads also put several technologies in focus, such as MyLincoln Touch™ driver connect technology, which comes standard in Lincoln MKX.

Even the Lincoln logo has its moment, as the star deconstructs itself and evolves into words, then reconstructs itself as the ad comes to a close.

The new print ads also highlight the Lincoln MKZ Hybrid and Lincoln MKX and are designed to create a sense of curiosity about the new vehicles. The ads feature such phrases as "Not born yesterday" and "Nobody's fool." Additional copy challenges the reader to think differently about Lincoln and to learn more at www.lincoln.com, where videos are available featuring experts explaining what sets Lincoln technology and luxury apart from the competition.

"This is a nod to the new way we're going to market with Lincoln," said Fontaine. "We will focus on getting customers behind the wheel to experience the brand, and this campaign is just the beginning."

The road ahead
Lincoln will expand its brand lineup with seven all-new or significantly refreshed vehicles in the next four years as part of an aggressive growth plan focused on standout product design, class-leading technology and new powertrains.

Lincoln will be led by expanded product development and marketing, sales and service teams to support the brand's growth plan and ensure it has a strong cadence of distinct products that are well positioned in the market. Plans for Lincoln include:

Lincoln's first-ever small luxury vehicle in the C-segment
New Lincoln-exclusive powertrains, including an all-new V6 engine and advanced fuel-efficient transmissions
EcoBoost™ engines available in all Lincolns – from the Navigator full-size SUV to the new C-segment vehicle
Fuel economy leadership with each new vehicle – leading to Lincoln emerging as the most fuel-efficient luxury lineup on the market
More useful technology and features than any other competitor, with a special focus on comfort and convenience. New advanced features include fully retractable glass roofs; adaptive, computer-controlled suspensions; electronic, push-button gear selectors; active noise control; and exclusive MyLincoln Touch driver connect technology
Lincoln hallmarks will be refined and modern design, the most fuel-efficient premium powertrains and industry-leading technology that create a unique driver experience both in the cabin and on the road.

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    • 1 Second Ago
      • 4 Years Ago
      I love this show.

      The ad's meh, but it's better than relying on ladies to sell your products.

      Right Cadillac? :P
        • 4 Years Ago
        Too bad Banana Republic used Mad Men for their ads already two years ago. A day late and dollar short Lincoln.

        Besides, don't they drive Cadillacs in the show?
        • 4 Years Ago
        Agreed, Lincoln can be a better brand, Ford is just too busy on their main lineup to focus on Lincoln. And as much as I love Ford, I hate they screw over Lincoln like they did Mercury, which devastated me when I heard Mercury was closing its doors a while back.

        An MKR and Mark IX would be incredible on show floors, just to give Cadillac a heads up. :)
        • 4 Years Ago
        I dunno,

        I'd rather see Christina Hendricks selling Lincolns, than John Slattery.

        She'll always be "Our Mrs. Reynolds", to me though.

        But as Lincoln ads go, I really liked the astro-tech ads with "Major Tom" song covers.

        If only the cars were as sleek and fast as the ads made them out to be.

        An MKR and Mark IX sedan and coupe pairing with RWD and a very sleek profile would do it. The right PRODUCTS always sell better than heavy-handed ads, anyway.
      • 4 Years Ago
      They should get the guy from the Old Spice Commercials, "Po po po po po po power!!!!"
      • 4 Years Ago
      Smart. You can't even see the full view of the car clearly.
      • 4 Years Ago
      "No other car has it"

      "No other anything has it"

      Wow. I guess the Ford Edge isn't anything, then.
        • 4 Years Ago
        Ford Edge has myFord Touch, whereas MKX has myLincoln Touch!
      • 4 Years Ago
      They need to drop the MK names and give them proper names.
      • 4 Years Ago
      I think Lincoln also hired a "Mad Man" to design the front grills on those things. Notice how they have to show it in the dark?
      • 4 Years Ago
      Sorry am I missing something? Not sure what this is advertising, what intuitive technology does the MKX have that nothing else has?
        • 4 Years Ago
        They are referring to the MyLincoln Touch system, no other luxury car has a system like it, being able to control everything either through the touch screen, or the LCD screen by the speedo cluster, super information system, and voice control with over 10,000 recognized commands.
      • 4 Years Ago
      What's "lug-jury"?
      • 4 Years Ago
      Oh, cool. The updated version of Buick's Graphic Control Center...

      P.S. Fail. The previous MKS commercials were more compelling. I don't know/care who TF John Slattery is other than some male jacktard rambling esoteric babble.

      Show me the C-A-R!
      • 4 Years Ago
      Meh commercial, but great song... Massive Attack's "Paradise Circus," for those interested.
        • 4 Years Ago
        Thank you, I had no idea that was a real song
        • 4 Years Ago
        I knew it was that song, but then I kind of second guessed myself because it sounds different. Like they reworked it, or something.
      • 4 Years Ago
      Well if this ad creativity is anything like Lincoln's new design creativity get ready for Caddy FTW.
      • 4 Years Ago
      I like the other commercials like the MKZ and MKS
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