Lincoln's Non-Freudian Dream Fulfillment Ads

MASSIVE INTEGRATED AD CAMPAIGN COMBINES
ALL FOUR NEW LINCOLN 2007 MODELS TODAY

By Marty Bernstein
Advertising & Marketing Editor

Lincoln could not have picked a worse weather day in Detroit last Thursday to introduce auto journalists to one of the best new auto ad campaigns I’ve seen in a long time. A very long time.

The uniquely involving campaign is part of the brand’s determined efforts to revitalize the brand with more contemporary vehicles to attract a younger demographic. And by the way, one of the biggest investments in marketing and advertising the brand has ever undertaken.

The theme is dreams. Not dreams at night, but dreams of personal and/or professional fulfillment. The Lincoln Zephyr, now designated MKZ, was the recipient of the first of the “dreams” theme. The theme resonated well with consumers and has been expanded to include the revamped, restyled and re-engineered Navigator, the new Navigator L (for long wheelbase) and the new MKX, the brand’s first crossover.

Okay, natural question: what do dreams that have to do with selling cars? Usually, not much, but … by using individuals and celebrities in the commercials who have realized their dreams, they prove and make the point that it takes work and dedication. And those that did reach or achieve their goals do drive Lincolns as personal rewards.

It’s a direct appeal to a motivated audience (aka target customer) “by encouraging the pursuit of their dreams and celebrating achievement along the way,” a marketing spokesperson noted. The objective? Those reaching their goals/dreams will hopefully buy one or more of the new Lincoln’s in the campaign. Perhaps overly simplistic, but the object of a commercial is to sell something.

Comprehensive Internet Content and Capabilities

Use of the web by car companies has become more and more important, but Lincoln has created a new benchmark for consumer involvement and participation. This past Monday, November 20, 2006 a new website, www.mydream.tv launches featuring 50, count ‘em, 50 different dreams under five different motivational captions.

Each dream has its own video and it seems nothing has been forgotten – check-out the list for your own how-to dream video; each has been professionally produced, written and directed by an expert in the specific dream area.

During the presentation of the new campaign, one video from the list above was presented as an example of the content, production quality and motivation, we saw Complete A Triathlon.

The day before the media meeting I received an amazing video of man participating in a triathlon with his special needs son from an auto writer friend in Brazil. It’s not a professional video, obviously it was shot by an amateur, but it is truly exceptional. I will have posted this video on Lincoln’s mydream.tv website to prove the point they are making about dreams. This is an involving campaign that deserves to work. Try not to cry along with the athlete ... it’s that inspiring.

Here’s what the home page looks like – each topic will enlarge or shrink as determined by the hits on each dream topic.

Additionally Lincoln is advertising on the Amazon.com site – a first in auto marketing – and has a unique cross promotion with Amazon.com to sell the merchandise and items necessary to reach ones dreams. There’s a special holiday promotion too. Another automotive first.

Broadcast & Cable Television

Y&R Detroit, Lincoln’s advertising agency has created three new television commercials for the Dream Campaign, that will be used on broadcast networks and cable channels to reach the largest possible audience.

“Anthem” – A 60-second commercial that showcases a series of individuals expressing their personal dreams and aspirations in all four new Lincoln’s. This sets the tone for the other commercials.

“Hoops” – This spot stars NBA All-Star Dwyane Wade as he drives his 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. Wade gives the kids a hoop and basketballs for everyone, then tosses the keys to the Navi to the coach and rides off on a bike. Dwyane says, “My dream is to leave the world better than I found it.”

“Bounty” – We see 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.” Rocco’s dream statement is, “My dream is to offer the best of everything to everybody.”