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- New ad campaign presents the all-new 2009 Lincoln MKS and is an industry-first, featuring a three-minute movie commercial scheduled to debut during the Black Entertainment Television Awards pre-show today.
- Partner 30- and 15-second spots will air on select television stations beginning today.
- MadCrazyLove touts the dynamic design, business-class comfort, smooth driving experience and in-car communication features of the new Lincoln MKS.
DEARBORN, Mich., June 24, 2008– Taking a significant leap from the traditional 30- and 60-second broadcast advertising model, luxury automaker Lincoln is delivering a first this week with the national television launch of a three-minute movie featuring the all-new 2009 Lincoln MKS.
Shot on location in Hollywood Hills, MadCrazyLove is a three-minute commercial, with accompanying 30- and 15-second spots, that introduces the newest member of the Lincoln family – the 2009 Lincoln MKS – against the backdrop of a fun, romantic story.
The new three-minute spot makes its television debut today during the Black Entertainment Television Awards pre-show. Following the show, the movie will live online at www.lincoln.com and www.lincolnlounge.com.
The 30- and 15-second spots will begin airing today on select cable television and nationally syndicated programs. National print and digital media are included in the media mix and scheduled for rotation beginning in July.
“Studies continue to show that Americans are embracing the Internet in a bigger way and are looking beyond sound bites for broader stories,” says Lincoln Communications Manager Tom Grill. “As this advertising model changes, Lincoln will continue to design fresh and innovative advertising that is hard-hitting and relevant. MadCrazyLove accomplishes just that and introduces our new Lincoln MKS in a fun, yet meaningful way.”
MadCrazyLove – The Movie
Sultry, soft sounds from the legendary Marvin Gaye, a dark, dusky evening, the smooth ride and distinct styling of the 2009 Lincoln MKS luxury sedan set the mood for the story.
MadCrazyLove takes the viewer on a romantic journey that at first glance appears to be centered on a couple’s first encounter. Moving through vibrant images at a cocktail party, cruising through the streets and scenic hills of Hollywood, stopping off for a bite at a local dive, the couple enjoys the simplicity of the evening and the amenities of the Lincoln MKS. As the couple’s evening together marches towards a final scene, the story takes a sudden and unexpected twist that viewers will have to see to enjoy.
Three partner 30-second and one 15-second television teaser spots provide a peek into the MadCrazyLove story, and further details the features of the new MKS, including the sophisticated technology, dynamic design and smooth driving experience.
The 30-second Something Warmer spot showcases the unique craftsmanship of the vehicle’s interior, its fine materials including genuine wood, metal and leather; the 30-second Dual-Moon highlights the dual-panel moonroof, SYNC in-car communication and the split grille design; the 30-second IP touts the next-generation voice-activated navigation and Sirius Travel Link™. The 15-second MadCrazy features the available 20-inch wheels and luxury touch technology.
MadCrazyLove was created by UniWorld Group Inc., the African American Agency of Record for Lincoln.
The 2009 Lincoln MKS
The all-new 2009 Lincoln will begin arriving in dealerships across North America by the end of June. Dynamic and clean-lined, the flagship Lincoln MKS is the first production vehicle to embrace the Lincoln design DNA introduced on the Lincoln MKR concept in 2007.
Priced just more than $38,000 including destination, the vehicle is loaded with class-exclusive features and options, such as the industry-exclusive SYNC, Easy Fuel™ Capless Fuel Filler System, SecuriCode™ Next-Generation Keypad, a premium THX-certified audio system, 20-inch wheels, heated rear seats and the voice-activated navigation system with SIRIUS Travel Link.
The Lincoln MKS is powered by a Lincoln-exclusive 3.7-liter V-6 engine mated with a fuel-efficient six-speed transmission. The powertrain has been derived from the proven 3.5-liter V-6 found in the Lincoln MKX, which was voted one of Ward’s 10 Best Engines for 2007.
About Lincoln
Award-winning new products, including the new Lincoln MKX crossover, Lincoln MKZ sedan and Lincoln Navigator, are a few of the key reasons behind Lincoln’s growth. In 2007, Lincoln was the market’s fastest-growing luxury brand. And that momentum is set to continue in 2008, with the launch of the all-new flagship sedan, the 2009 Lincoln MKS.
For more information on the Lincoln products, including the all-new 2009 Lincoln MKS, visit www.lincoln.com