For its second Super Bowl commercial, Lincoln Motor Company has stepped away from the Max Ernst-ian surrealism of the "Steer the Script" spot. No Germans, no turtles, no aliens nor alpacas this time, just a 30-second run through the ways in which Lincoln sees the 2013 MKZ as a rebirth of the brand and everything a luxury consumer would want.

The kind of traditional spot that could run any time of year, the only question we had after watching it was: "Wait – was that... Abraham Lincoln?" Along with the press release from Lincoln, you can view the spot below.

If you want a deeper look and criticism into Lincoln's "Steer The Script," ad, have a read of AOL Autos' column: Lincoln's Super Bowl Ad is a Flop, written by Pete Bigelow.


Show full PR text
Lincoln Releases Second Super Bowl Ad
"Phoenix" spot focuses on brand reinvention story and features 2013 Lincoln MKZ


DEARBORN, Mich., Feb. 1, 2013 – Lincoln, the luxury automotive brand, today released its second Super Bowl ad that is a part of its purchase of two 30-second spots to air during the broadcast. The brand spot featuring the 2013 MKZ is titled "Phoenix," and graphically showcases the new beginning of the brand with an MKZ emerging from the flames of a Lincoln Town Car. The first ad is a Twitter-generated spot that has been posted on www.Steerthescript.com.

These Super Bowl ads represent a significant piece in the Lincoln reinvention strategy as the brand attracts a new market of individual-minded luxury consumers. Lincoln recently launched the all-new 2013 MKZ, and will deliver three more vehicles in the next four years to appeal to these new luxury consumers who have emerged as a powerful economic force, already making up close to 25 percent of all luxury automobile purchases.

The 30-second spot will be available on the Lincoln YouTube channel. Additional information about Lincoln's Super Bowl campaign and behind-the-scenes footage of the commercial shoot is available at www.SteertheScript.com.

Click on the link below to view the "Phoenix" ad.

http://youtu.be/D3vw9w9vevI

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About Lincoln
Lincoln is the luxury automotive brand of Ford Motor Company, committed to creating compelling vehicles with an exceptional ownership experience to match. Lincoln will introduce four all-new vehicles in the next four years. For more information about Lincoln, please visit media.lincoln.com or www.lincoln.com. Follow us on Facebook at facebook.com/lincoln.


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    • 1 Second Ago
  • 140 Comments
      xxmixedxtapexx
      • 1 Year Ago
      http://www.youtube.com/watch?v=ZIGL_Mxn0NU That's what they should've used as their ad. It's 90 seconds and would cost more but that's more emotional and just an overall great ad for Lincoln. The MKZ is no flagship but it's a nice looking car. I think if they made AWD standard at the same price they would sell more cars too. Now all they need is an MKC that is exactly like the concept and a refresh of the MKZ to make the interior look less like the Fusion plus a good flagship model and they might get some sales. Apparently the MKZ pre-orders aren't too bad though, so we'll see what happens when the car starts appearing at dealer lots.
        jay_pat
        • 1 Year Ago
        @xxmixedxtapexx
        I agree. They should have used that ad instead
      Catello
      • 1 Year Ago
      "dramatization, do not attempt", OK COPY THAT, I won't attempt to blow fire onto my car and transform in seamlessly into another car.
        telm12345
        • 1 Year Ago
        @Catello
        Blame the idiots who have sued car companies for trying things they shouldn\'t. Its legal crap for people who should be competing for Darwin Awards.
      Rexxer
      • 1 Year Ago
      Very nice looking MKZ
      Angel
      • 1 Year Ago
      Back to the topic at hand... the second Lincoln commercial was definately more interesting. The new MKZ is a nice sleek luxury cruiser but not a game changer. If Lincoln invested in a big ultra-lux RWD V8 sedan with suicide doors (Continental, anyone?), they wouldnt need to spend millions on a commercial, it would sell itself. In hindsight, I think they used the early 90's Towncar in the commercial because its easily recognized but associated with older drivers, while the '13 MKZ looks more young and modern. Still love the Towncar though, it was a durable boat of a car.
      Rexxer
      • 1 Year Ago
      Very nice looking MKZ
      john m
      • 1 Year Ago
      This is better than the last commercial. I think Lincoln needs to show in it's advertisements, in a blunt way, that they're not what they used to be.
      wafflesnfalafel
      • 1 Year Ago
      Nice advert, but I still can't get past that weird grill, (the rest of the car looks nice though.)
      Kimura
      • 1 Year Ago
      "Lincoln: Our sales are falling faster than Lincoln's body off a balcony." Too soon?
        dohc73
        • 1 Year Ago
        @Kimura
        Except that Lincoln the president didn't know he was going to die. Lincoln the motor company is slowly committing suicide.
      alistair.dillingham
      • 1 Year Ago
      Worthless GIMMICKS such as changing its name to "Lincoln Motor Company". WHO are the incompetent fools at Lincoln trying to deceive? This changes NOTHING. They are wasting their millions in vain.
        • 1 Year Ago
        @alistair.dillingham
        [blocked]
          adam1keith1980
          • 1 Year Ago
          Yes, I agree with yomama6505 that changing names and superbowl ads will save Lincoln.
      Armchair Economist
      • 1 Year Ago
      That is a pretty cool commercial. And a pretty slick looking car.
        paulwilson05
        • 1 Year Ago
        @Armchair Economist
        Anyone who plans on uprating this comment should seriously ask themselves - "Do I plan on buying this car in the next 6 months?".
          adam1keith1980
          • 1 Year Ago
          @paulwilson05
          There are so many cars I would considered before buying this car. In fact, I would consider this car at the bottom of my shopping list along with the Lexus ES and any FWD luxury car wannabes.
          adam1keith1980
          • 1 Year Ago
          @paulwilson05
          "I really don't give a flying **** about RWD" That's unfortunate.
      • 1 Year Ago
      [blocked]
        carfan
        • 1 Year Ago
        better than the expensive toyota anytime that\'s for sure
        Shiftright
        • 1 Year Ago
        Too bad the market for that car is very nearly dead, literally...
      Thomas
      • 1 Year Ago
      love the car. love the ad.
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