Lincoln has released the first 30-second ad spot for the 2013 MKS, with its seventeen intial seconds spent covering the era of Lincoln glory from 1922 to 1976. The ad almost feels like an apology for the MKS, as if the ad team really wanted to sell the 2013 MKZ but was assigned the penalty-box MKS and had their protestations silenced with, "Just make something!"

We think the MKS deserves a little more love than that.

Scroll down to see Lincoln's latest commercial for yourself.



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    • 1 Second Ago
  • 65 Comments
      Audidodee
      • 2 Years Ago
      Wow. A commercial that reflects their car-building philosophy. All they have to do is edit in different pictures at the end and insert its name in the last few seconds of the voice-over and they a new commercial for the next MKWhatever. Just like they take whatever Ford is building, slap on a hideous grill and call it the next new Lincoln.
      Avinash Machado
      • 2 Years Ago
      They need RWD cars Drop the MK names and use names like Continental, Zephyr etc.
        donnieorama
        • 2 Years Ago
        @Avinash Machado
        What? You can't remember what car is which with that nomenclature, either? And 'Amen!' to the RWD, too.
      Antonio K. Piech
      • 2 Years Ago
      Love Ford since I was younger,love Lincoln since I saw a Continental 4 door convertible 1964,wasn't even running and was on a junkyard but they make a mistake here in getting a head of Design from Cadillac,nothing new here just like on the Cadillac portfolio just the grill have a different angle and the body is like that of and SUV? My guess is that with all the commotion that GM is getting here for a re-badge Australian beauty is hurry un,slap a Lincoln badge on a Falcon and start selling them here A.S.A.P.
      teamplayers99
      • 2 Years Ago
      If I were those ad-men I would probably want to call off today
      donnieorama
      • 2 Years Ago
      I like that Lincoln is going back 80 yrs in their spots--it's nice to see how Lincoln used to be relevant.
      Jo
      • 2 Years Ago
      I'm not from marketing, but maybe this ad wasn't intended for the younger, internet-savvy demographic...if I were an older gentleman it might remind me that I (perhaps at one point) felt something for the brand and should take another look. Just my opinion.
      roy
      • 2 Years Ago
      I would buy all these car shown ,but the mks or mkz.Happy trails to you until we meet again???
      cadetgray
      • 2 Years Ago
      I find it amazing that they did not make reference to the 1939 Continental whose grille is the inspiration for the current beak used across the current Lincoln lineup. Instead they show the 1942 squared up design....what a missed opportunity to connect the present design to what was arguably one of the most elegant automobiles of the classic era. Fire the ad people, or at least ask for a discount...LOL
      Michael Scherping
      • 2 Years Ago
      I almost think it best for Ford to just say it like it is. Take credit from rescuing Jaguar, Landrover, Mazda, and Volvo from near extinction and blame the failure of Lincoln on something we can all understand. A full house of dependants and during the Great Recession. Just come out and tell the world that Ford and Lincoln are pretty much considered empty-nesters now with just themselves and can now finally invest what they've always wanted to invest into their products - and to restore and save a storied nameplate with a rich heritage. Americans will love a comeback story and this will give us all reason to believe that Lincolns truely are better than they once were. Admit you fell from grace and relate to the people, because many did during the Great Recession, but proove you're climbing back to the top, like many hope to do. We'll understand the why and how with very few words and the reputation of Lincoln as a sort of "has-been" will have effectively been replaced with a "comeback" statement where everyone will want in on the bandwagon. Who wouldn't want to proove to the world that they're a fighter? Or that they haven't lost their swagger and still command respect! A lot of people can connect with this. It appears as though something similar worked for Chrysler....
      CharlieS
      • 2 Years Ago
      I like how they completely skipped the 80's and 90's, and even early 2000. Like "Yea, we didn't have anything good, BUT NOW! Look at this!" lol
        merlot066
        • 2 Years Ago
        @CharlieS
        Early 90s - Mark VIII Late 90s - Navigator Early 00s - LS Lincoln has had plenty of good vehicles up until 2006 when they discontinued the LS. And the MKX and MKZ are fine vehicles for their segments. Crossovers are almost all FWD now and there's nothing wrong with having a FWD entry-level premium sedan in their lineup. They just need to come out with a RWD performance coupe and RWD flagship and they'd be in solid shape.
          GFB
          • 2 Years Ago
          @merlot066
          All true except that the FWD entry level premium sedan should have been introduced AFTER the RWD flagship sedan and coupe. Ford cannot rejuvenate the brand by putting out the mediocre stuff first. As it is, there is only a very slim chance that Ford will ever allow Lincoln to build a RWD car. Ford has never been good at keeping secrets. If there was a RWD push at Ford for Lincoln (using the Australian Falcon platform, for example) we probably would have heard rumors about it by now.
        Shiftright
        • 2 Years Ago
        @CharlieS
        Yet they mentioned the 70's...UGH...What about the Mark VIII of the 90's? That was a stunning car...Fast, sophisticated and it had presence
          Making11s
          • 2 Years Ago
          @Shiftright
          The Mark VIII still looks good, and if you can find the LSC model, it's surprisingly fun, too.
          Typebad
          • 2 Years Ago
          @Shiftright
          They showed the right car. The Mark IV was a luxury icon for its time in a way the Mark VIII never was, even though the latter was a better car.
      Jaybird248
      • 2 Years Ago
      This ad only highlights Lincoln's muddled strategy since the 1960s. They simply abandoned the American luxury market to try to compete in the near-luxury niche. To say it hasn't worked is an understatement. Unfortunately, the brand is best known now for supplying vehicles for a car service. The latest design direction is a mess, grafting a supremely ugly grille onto otherwise nondescript body designs. Ford needs to make Lincoln as distinctive from its lower priced cars as Cadillac now is at GM. Even if they do so, it will be years, if ever, before buyers put Lincoln into the same niche as Cadillac, Mercedes, and BMW.
      • 2 Years Ago
      [blocked]
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