2013 Lincoln MKZ Commercial At Least It Has You Thinkin’ Lincoln …

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Lincoln MKZ Hybrid (2nd gen)

2013 Lincoln MKZ Commercial: At It Has You Thinkin’ Lincoln [The Ad

Award-winning ad man-cum-auto journalist Don knows a good (or bad) car when he sees one; the Ad is his space to tell you what he of the latest spots. The ad’s is depicted via the shift pattern at the but everyone has an opinion when it to advertising, so hit Backfires below and us what you think, too .

Ford wants to change the way people about Lincoln. Why? it wants a bigger piece of the luxury pie, and so it needs a that resonates with young premium buyer.

But image with this isn’t just tarnished, pitted down to the bare All those years of making Town Cars and glorified for old people has taken its toll, so the that be decided to put some between Lincoln and the Mother by cherry-picking from the former’s history and using some sleight of hand to create a new Does it work?

Let’s look at the 60-second of the commercial and decide.

We open on a shot of Abe Lincoln walking the fog. (Why, I wonder. To on Steven Spielberg’s hot biopic as a way to register the name?) Regardless, in the Mist lasts just a few before a series of rapid cuts of early Lincoln and badging clearly sets the for the commercial’s major message: The has been a product innovator and trendsetter throughout its history, and it you to think it still is. “This is moving forward by looking the voiceover tells us.

Meanwhile, we’re treated to a of gorgeous visuals of the 2013 Some are literal, some are and some are puzzling (the owl emerges from the car’s after the seatbelt airbag off is supposed to represent what? The of the guy who maybe died in the crash?) The ends with a graphic the introduction of the Lincoln Motor and never—not once—is the MKZ mentioned by

Before going any further, let me say the production values of this are phenomenal. Every shot is Ditto the sound track.

The lighting, camera angles, and of visuals are all spot on. The casting is (the girl’s name is Stetten, by the way) and the editing is True, it’s got more than a drunk trying to five machetes, but they seamlessly.

But it’s going to a lot more than pretty and cleverly turned phrases to get younger buyers to put Lincoln on shopping lists along Infiniti, Lexus, Audi, yes, Cadillac. It’s to take a stream of excellent, products plus a well-executed and multi-platform marketing effort. Oh, and a ton of


Of course, Lincoln knows and claims they’re all over it, down to a Jimmy Fallon contest and a “personal concierge” to you through the buying process.

Instrumented Test: 2013 MKZ AWD V-6

Instrumented Test: 2013 Fusion Hybrid

Lincoln MKZ Hybrid (2nd gen)

Rental-Car Town Car vs. Compass, Mustang and CTS

But does all the “moving forward” really have anything to do looking back to Lincoln’s Does an open-to-buy 40-year-old care if Lincoln made luxury cars before he was then stopped making impressive at all? And despite the name change to Lincoln Company, Ford still owns it, and doesn’t the MKZ still its platform with the Fusion?

virtually all of the technology showcased in the was pioneered by other brands: had pushbutton gear selectors in the mid and huge panoramic sliding have been offered in a lot of cars. And then there’s stingray. Cool shot, but unless there’s a split-window in Lincoln’s future.

The MKZ on paper seems like an car with lots of category-caliber (That impression changes you drive it; our first test is Of course, styling is always a of taste, but the early consensus—and I that this new model is way to look at than its predecessor. But the harkening back to the marque’s days and the sketchy claims of innovation heritage strike me like an in-house pep rally than a strategic consumer tool. Still, the imagery, quality ,and music impress.

In fact, the commercial me a serious case of the “I wants.” the desire it sparked is for a ’56 Continental II, but hey—it got me thinkin’ Lincoln. And a start.

RATING: FOURTH GEAR

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