In a bid to revive sales of the iconic Lincoln vehicles Ford Motor Company(NYSE:F) is planning to hold the brand's first Super Bowl Ad along with a television commercial which will portray the U.S. president who gave the car its name.
The 60-second TV ad, which debuts today, opens with an actor playing Abraham Lincoln emerging from mist. It also shows vintage models and images of Dean Martin and Clark Gable, who owned Lincoln cars, set against fenders of the new MKZ sedan, Bloomberg said in a report.
“It’s our largest campaign ever from the size, scale and reach of it,” Matt VanDyke, Lincoln’s director of marketing, sales and service, had said in a briefing on Nov. 30. “Every touch point is being reinvented. Everything we’re doing is different.”
Ford is pulling out all stops to revive the fortune of the flagging brand, whose sales have dropped by more than 6o percent since their peak in 1990.
The idea is to separate the brand from the manufacturer and Ford's Chief Executive Officer will be introducing the Lincoln Motor Co.
Mercedes, BMW, Audi and the Lexus have overtaken the Lincoln in the luxury brand sweepstakes.
A successful luxury brand “is essential for us to be a global and successful enterprise,” Chief Operating Officer Mark Fields had said in October at the opening of Lincoln’s new design studio in Dearborn, Michigan, where the company is based. He acknowledged Lincoln’s turnaround won’t “happen overnight.”
The 1-minute ad spot on Super Bowl will build on the heritage and reinvention themes of this week’s spot.