Ford Press Release: Advertising Mercury's Mountaineer and Tracer

05/08/96

MERCURY MOVES 'MOUNTAIN' FOR MOUNTAINEER, TRACER DEBUTS AS 'SMALL CAR
THAT THINKS BIG'


DETROIT, May 7 -- A mountain falls from the sky; the
rumble of falling rocks begins.

No, it's not an avalanche.  It's the new Mercury Mountaineer.

Vehicle introductions are often dramatic, and the debut of Mercury's
first sport-utility-vehicle (SUV) will be no exception.

The three-phase campaign begins May 10-22 with a 15-second
attention-getting teaser spot that sets the stage for Mountaineer. The
teaser, which will air more than 25 times on ABC, CBS, NBC and the
Turner Network, shows a long stretch of desert road next to a sign that
says, "Watch for Falling Rocks."  A spine-tingling wind howls during the
ad.

"But you'll have to wait until May 23 to actually see Mountaineer
make its grand entrance," said Dale Jones, Lincoln-Mercury Division
marketing communications manager.  "In our launch ad, 'Horizons,'
Mountaineer appears on top of a mountain that falls to earth."

Both Mountaineer and the new 1997 Tracer, being introduced from the
top of the Parthenon in Greece, debut this month -- the first time
Mercury has introduced two new vehicles, simultaneously, in the spring.
Mountaineer Aims To Scale New Peaks

Created by Young and Rubicam for Lincoln-Mercury Division,
"Horizons" features computer-generated effects produced by Digital
Domain, the Oscar-winning firm that directed the visual effects for
"Apollo 13" and "Terminator 2."

"Horizons" and a second TV ad, "Groceries," kick off phase II of
Mountaineer's campaign.  "Groceries" showcases Mountaineer's comfort,
versatility and cargo-space.  The ad depicts a woman driving along,
checking off items from a grocery list.  But instead of shopping at the
corner store, Mountaineer moves through varied terrain: stopping in
Alaska for king crab, a Columbian plantation for coffee, a Swiss village
for chocolate, and the Arctic Circle for a bag of ice.

During phase III, the 30-second spots air nationally nearly every
day from May 23 to June 30 during prime-time shows aimed at female
audiences including "E.R.," "Ellen," "Fraser," "Friends," "Mad About
You," "Murphy Brown" and "Seinfeld."  Cable TV programs such as "A&E's
Biography," "Larry King Live" also will feature ads as well as The
Learning Channel and Lifetime Network.

Ads targeting women and focusing on Mountaineer's comfort and
versatility will be featured in lifestyle magazines such as: Vanity
Fair, Mirabella, Victoria, Martha Stewart Living, Working Mother and
Parenting, among others.  "We expect Mountaineer to have a strong appeal
to women, many of whom like the feeling of confidence they get from an
SUV," said John Keilly, Mountaineer brand manager.
Ads also are scheduled to appear in The Wall Street Journal's
special U.S. Open section June 12, as well as upcoming issues of Time,
Newsweek and Sports Illustrated.

In addition to its TV and print campaigns, Mercury has entered into
an agreement to advertise Mountaineer in 20 U.S. parks booklets produced
by the National Parks Network, publisher of park-specific booklets for
national parks such as Yosemite, Grand Canyon and Mount Rushmore.  Other
merchandising promotions with the National Parks Network are planned as
well, including a joint World Wide Web site.

Mercury Tracer: "The Small Car That Thinks Big"

Positioned as "The Small Car That Thinks Big," Tracer will be
featured in radio ads that build upon Mercury's "Imagine Yourself"
theme.  The spots use humorous and imaginative settings to highlight the
car's features and comforts.  One ad features the car driving down 357
steps of the Parthenon in Greece to test Tracer's solid bod construction
and quadralink suspension.

Print ads refer to the car "As Seen On Radio" and feature unique
cartoon drawings illustrating situations depicted in the radio spots.
"This is the first time a car has been introduced using radio as its
primary medium," said Mike Jennings, Mercury Tracer brand manager.  "In
these ads, we're talking about some of the car's key features that you
don't need to see but can imagine.  The spots are truly unique and
reflect the reality of the car:  comfort, refinement and amenities found
in larger cars but in a smaller package."

Tracer's new features and refined image are expected to expand the
car's appeal, particularly among families and couples.  Many target
customers are looking for a second car or first-class commuter vehicle.
"Radio communicates our message to Tracer's target customers when
they are in their vehicles and leverages the 'Imagine' campaign as
theater of the mind," Jennings said.

For its national radio campaign, Mercury selected ABC, CBS, Media
America and Westwood One radio networks.  Ads begin airing May 20.
Young and Rubicam, Lincoln-Mercury Division's advertising agency of
16 years, also created the Tracer ads.