Lincoln Launches First Of Four New 2007 Models With ‘Dreams’ Television Advertising Campaign
* Lincoln premieres first television advertising for its ‘Dreams’ marketing platform this weekend.
* Dwyane Wade of NBA Championship-winning Miami Heat and Rocco Dispirito, nationally-recognized gourmet chef and author, will star in television ads for Navigator and all-new Lincoln MKX that will debut later in the year.
* The redesigned Lincoln Navigator is the first of four new 2007 Lincoln models to arrive in showrooms, followed shortly by the all-new Navigator L.
* 2007 Lincoln Navigator base model MSRP ranges from $46,575 to $51,475; lower by $4,100 on average compared with 2006 models.
* The all-new 2007 Lincoln Navigator L features an additional 24 cu. ft. of cargo space.
DEARBORN, Mich., August 4, 2006 – Lincoln kicks off its broadcast advertising campaign today with its new brand “Anthem” television commercial targeting self-made optimists who continually strive for achievement of their dreams. In addition, the Lincoln ads will feature two celebrities known for achieving their dreams: Dwyane Wade, NBA All-Star guard for the championship-winning Miami Heat, and Rocco DiSpirito, award-winning gourmet chef.
“ Lincoln will use the ‘Dreams’ platform to speak to people achieving success on their own terms,” says Al Giombetti, President of Ford and Lincoln Mercury. “We will make ’Dreams’ the Lincoln brand’s largest and most comprehensive marketing drive in more than a decade as we launch the Lincoln MKZ, our first all-wheel drive car, the Lincoln MKX, our first crossover and the most luxurious and refined Lincoln Navigator ever.”
Lincoln launched its “Advancing the American Dream” marketing and communications platform in June. The campaign aims to reach the hearts and minds of the Lincoln target customer by encouraging the pursuit of their dreams and celebrating achievement along the way. The goal is to communicate the power of dreams and to provide inspiration to people to continue pursuing their dreams, to “Reach Higher” -- the tagline used at the end of each commercial.
“ Lincolns are the reward for people who are achieving their dreams, and they are seeking unique and elegant designs to celebrate their success,” continues Giombetti. “Our designers and engineers are inspired by this vision.”
There will be four distinct commercials debuting this summer and fall.
* “Anthem” – A 60-second commercial that showcases a series of individuals expressing their personal dreams and aspirations. For instance, a business woman aspires to “get the corner office,” a little league baseball coach’s dream is to “slay dragons” for his team, and a corporate executive wants to “increase laughter output by 30-percent.” The spot ends with flashes of each of the new products, the 2007 Lincoln MKZ, Lincoln Navigator, and Lincoln MKX and the question, “Life’s calling, where to next?” This spot will begin airing over the weekend.
* “Hoops” – This spot stars NBA All-Star Dwyane Wade as he drives the redesigned Lincoln Navigator through an urban section of town and comes upon a make-shift basketball court with local kids looking up at the broken basketball hoop. Dwyane steps out of the Navigator to the amazement of the kids and calls them over to help pull out a new basketball hoop and enough basketballs for everyone. Once the hoop is set up, Dwyane pulls out a bike from the rear of the Navigator, throws the car keys to the coach, and you hear his voice say, “My dream is to leave the world better than I found it.” This spot will run concurrent with the Navigator arriving in dealerships in September.
* “Bounty” – This spot stars celebrity chef Rocco DiSpirito driving a new Lincoln MKX along a beautiful country road, and he stops along the way at a cheese cellar and fishing wharf picking up the freshest food items available. As he continues on his way, Rocco and his sous-chef look over their bountiful food collection and as they smell the wonderful aroma, the panoramic Vista Roof TM opens and the voiceover states, “The all-new Lincoln MKX, beauty, luxury, and all the fresh air you could ever want.” Rocco’s dream statement is, “My dream is to offer the best of everything to everybody.” This spot will run concurrent with the launch of the Lincoln MKX later this year.
* “Ditch” – This spot for the Lincoln MKZ features the luxury sedan zipping out of the city onto an open road driving past a corn field. Suddenly the car comes to a stop; the driver puts the car in reverse, and backs up alongside a scarecrow. The voiceover states, “The new Lincoln MKZ with a 3.5-liter engine and all-wheel drive, it’ll take you on the ride of your life.” The car pulls away, and you see the scarecrow is now dressed in a suit and tie holding a briefcase and ringing cell phone. The driver now dressed in a plaid shirt and jeans, dreams, “My dream is to ditch the corner office.” This spot will run beginning in October to support the arrival of the Lincoln MKZ in dealer showrooms.
The ad campaign, created by Y&R Detroit, is inspirational in tone and visuals and portrays individuals pursuing their dreams in a number of personal, professional, and lifestyle settings. The campaign will carry through to print and online executions this fall in media outlets that leverage the Lincoln target audience’s passions for travel, an active lifestyle, and epicurean pursuits.
2007 Lincoln Navigator and Navigator L
The Lincoln Navigator will be the first of four new models for 2007 arriving in Lincoln dealers in September. The redesigned Navigator is the quietest and most capable Navigator ever, with distinctive luxury, outstanding comfort and greater capability at base manufacturer’s suggested retail prices (MSRPs) averaging $4,100 less than the 2006 Navigator base models.
The 2007 Lincoln Navigator’s standard features will include an all-new interior with best-in-class third-row comfort and leg room, a new independent rear suspension, Safety Canopy™ three-row side air curtains, and AdvanceTrac® with RSC® (Roll Stability Control) at a starting price under $50,000.
Base MSRPs for the 2007 Navigator range from $46,575 to $51,475, including destination and delivery. Prices for comparable 2006 Navigator base models range from $50,145 to $56,105. Lincoln is estimating that the 36-month lease-end residual values of the 2007 Navigator will be as high as 48 percent, which is a 7-point improvement compared to the 2006 model.
“Navigator established the full-size luxury SUV segment and has been a hit ever since,” continues Giombetti. “Now, we’re offering customers the most quiet, comfortable and sophisticated Navigator ever – along with a new extended length Navigator L with even more cargo room.”
Designed for customers who demand all of the features and amenities of a luxury full-size SUV, the all-new Navigator L is nearly 15 inches longer than the standard model and gives buyers an additional 24 cubic feet of cargo volume behind the third-row seat. It will be available beginning in December.
The all-new Navigator L will be available at $3,000 above the price of the standard Navigator. Customers also can opt for 4x4 capability for an additional $2,900, available in both arrays for Navigator and Navigator L.
Detailed package and pricing information will be available at www.lincoln.com.
- Contact Information
- Lydia Cisaruk
- Lincoln Mercury Division
- Ford Motor Company
- Contact via E-mail
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