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Lincoln Launches LS Television Ad Campaign

14 July 1999

Lincoln Launches LS Television Ad Campaign During British Open Golf Tournament

                Campaign Targets New Buyers for Lincoln Brand

    IRVINE, Calif., July 14 -- Launching its all-new 2000 LS
luxury sports sedan this month with a national, fully integrated campaign,
Lincoln will break a series of television commercials this weekend during the
British Open Golf Tournament on CBS.
    The campaign created by Y&R Advertising includes three spots (a 60-second
and two 30-second commercials), as well as an extensive print and billboard
campaign.  The campaign, Lincoln's first since moving to California one year
ago, is a direct reflection of the company's desire to capture a bit of
California's creative flare, while still maintaining Lincoln's heritage of
luxury.
    "When we moved a year ago, we said we'd do things differently, and the LS
campaign certainly sets a new tone for Lincoln advertising," said Jim Rogers,
Lincoln Mercury vice president of Marketing.  "The entire campaign, print and
broadcast, is a serious departure from what consumers have seen in the past.
I'm confident it will set the LS apart from its competitors."
    As an all-new entry into the fast-growing luxury sports sedan segment, the
Lincoln LS is designed to target an entirely different buyer from traditional
Lincoln owners.  Starting at $31,450, the Lincoln is targeting younger
customers to the Lincoln brand with a balanced mix of luxury and sport.  Many
customers will be either first time luxury car buyers moving up from domestic
or imported sedans or moving over from other competition in the class.
    The themes of the commercials -- "Wood. Leather. Adrenaline."  And "Where
it's going may not be as surprising as where it's coming from." -- were
created to attract consumers who might not have considered a Lincoln before.
    "Primarily, we wanted the Lincoln LS advertising to be as surprising as
the idea of Lincoln bringing to market a luxury sports sedan that rivals
Mercedes, Lexus or Audi," said Mike Belitsos, Executive Creative Director for
Young & Rubicam.  "The ads were designed to provide a visual surprise at every
turn so the viewer is constantly engaged and ultimately mesmerized by the
communication."
    The spots, narrated by Dylan McDermott of ABC's "The Practice," will
continue to run during events-oriented programming as well as targeted cable
programs through the summer.  This fall, Lincoln will add prime-time network
television to the media mix.
    "The LS provides a sporty and luxurious sedan for Lincoln," said Mark
Turner, senior vice president of the Lincoln Brand Team at Y&R Advertising.
"Lincoln always has had luxurious, and now the sportiness of the LS will help
attract a new type of buyer while introducing the Lincoln brand to a new
generation."
    Billboards in major cities, as well as print ads in national newspapers
and enthusiast and lifestyle magazines, will complement the television
campaign.  In addition, Lincoln is executing a lifestyle-oriented custom
publishing campaign with 12 Conde Nast publications, including Vogue, GQ,
Gourmet, Architectural Digest and Conde Nast Traveler, among others.
    Lincoln Mercury is based in Irvine, California, where they market a full
line of Lincoln and Mercury products.  The Lincoln line includes Town Car,
Navigator, Continental, and LS.  The Mercury product line includes Cougar,
Sable, Grand Marquis, Mountaineer, Villager, Mystique and Tracer.