Lincoln Announces Its New 2013 Campaign: Introducing the Lincoln Motor Company

Lincoln Announces Its New 2013 Campaign: Introducing the Lincoln Motor Company

PR Newswire

NEW YORK, Dec. 3, 2012

NEW YORK, Dec. 3, 2012 /PRNewswire/ --Lincoln, the luxury automotive brand,
today announced the launch of its new advertising campaign: "Introducing the
Lincoln Motor Company."

Lincoln was originally called the Lincoln Motor Company in 1922, when Edsel
Ford signed the agreement purchasing the company from its founder Henry
Leland. During its early years, Edsel worked with numerous custom-body
suppliers to make Lincoln one of the most distinctive luxury brands in the
industry, with motorcars that were urbane, sleek and elegant – the epitome of
understated luxury.

By reintroducing "The Lincoln Motor Company," the campaign captures the
founding principles of the company and brings them forward to a new generation
of progressive luxury buyers.

"Befitting this new chapter in the life of Lincoln we are making a complete
new start in every aspect of consumer communication to emotionally welcome our
new target customer into our brand," said Matt VanDyke, Director of Global
Lincoln Brand. "It's not often this opportunity comes around so we intend to
make the most of it and have our work in every medium be as fresh, surprising
and distinctive as the new Lincoln vehicles and customer experiences will be."

The new campaign features the all-new MKZ premium midsize sedan and MKZ
Hybrid, the first transformational vehicles for the new Lincoln brand. They
will be arriving in dealerships by the end of the month.

The Introducing the Lincoln Motor Company theme will be carried across print,
broadcast, digital media and Lincoln's own online platforms starting Dec. 3.

The first print ads will break in major national newspapers and online media
on Dec. 3 as well. National print ads will appear in January 2013 issues of
select business and consumer lifestyle magazines. 

New Print Advertising
The newspaper print announcement features two all-type treatments. The first
begins with the provocation, "Does the World Need Another Luxury Car?"
debuting on Dec. 3, followed by "Hello. Again" debuting on Dec. 10. Both
emphasize the values that once made Lincoln the leader in luxury automobiles
and how these same values will be the key to its future development. These ads
feature no images. A white, minimalist page with black typeface emphasizes
simplicity in design.

The magazine print campaign offers an introduction to the brand and its focus
on individuality. Each ad features a group of people who, at first glance,
could easily be categorized, but who Lincoln recognizes as unique individuals
in their own right. This campaign launches the all-new Lincoln MKZ midsize
premium sedan. 

The new television campaign weaves together examples of Lincoln's past with
those highlighting present design innovation. The spots evoke what has
historically made Lincoln stand apart in the luxury category, while using the
new MKZ as the face of the reinvented brand. There are a number of
quick-cutting, artfully composed images that continue to add visual interest
over multiple viewings.

New Digital Communications
A redesign of,, and a brand-new app for Lincoln,
Experience Lincoln, will become the portals through which a new generation can
experience the grace and elegance of Lincoln's legacy and its link to the
excitement of the all-new MKZ. Through Parallax layering, an elegant display
will have continual running video, dynamic movement, and full-screen video and
photos that allow one to experience the vehicle in an immersive way.

New Catalogs
The new catalogs feature contemporary, lush photography of the all-new MKZ.
But a unique element has been added to provide a richer and more immersive
experience. Using the new Lincoln app on a mobile device focused on the image
(rather than a code or tag), the user can access iconic past Lincoln ads
reimagined in a fresh new way, and even scroll back and forth between the two.

Introducing the Lincoln Motor Company is the first Lincoln campaign developed
by HudsonRouge, the new WPP-owned Lincoln agency based in New York. All of the
new creative work is intended to be an example of the fresh, new and
surprising direction of Lincoln by embracing its iconic heritage with a new
and exciting future.

Go to and for videos and visuals.

About Lincoln
Lincoln is the luxury automotive brand of Ford Motor Company (NYSE:F),
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

Lincoln Social Media Platforms:
Follow us on Instagram @LincolnNow

SOURCE Ford Motor Company

Contact: Lincoln U.S. Media Contacts: Timothy Elliott, Lincoln Communications,
Mobile: +1-917-653-9909,; Tom Kowaleski, Lincoln
Communications, Mobile: +1-248-227-8657,
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