By on February 1, 2013
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I’ll admit it: when I wrote my anguished screed regarding the ridiculous curated-Tweet Lincoln “Motor Company” advertisement-in-progress, I sincerely hoped that I would be wrong. I secretly thought: hey, there are some smart people involved, and “crowdsourcing” might produce the work of Shakespeare as easily as an infinite number of monkeys on typewriters.

Boy, was I wrong.

There’s no sense in beating-up the ad. It’s terrible and surely nobody thought it was otherwise at any point in the process. The “curated Tweets” are inane. The resulting story is less funny than a session of “Mad Libs” where you fill every blank with “cervix crusher”. There’s nothing positive to say about it. This is what happens when a stupid idea is dragged kicking and screaming to its pitiful conclusion.

Something tells me the “Lincoln Motor Company” is coming out of the gate with three broken legs.

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90 Comments on “Abandon All Hope, Ye Who Watch This...”


  • avatar
    Rod Panhard

    The upside is that the video is so boring to look at that nobody will notice.

  • avatar
    cwallace

    Ba ha ha ha ha! Going stag to a wedding? Not anymore, thanks to this hitchhiker! I didn’t know those horrid “Cathy” cartoons were written by someone named Adina Spivak 20 years in the future.

    Too bad they cut out the end, where the narrator calmly gets out of the chair and takes a hot shower while sobbing uncontrollably. It must’ve extinguished a significant portion of his professional pride to say “actual tweets” and “Jimmy Fallon” with such gravitas.

    • 0 avatar
      Detroit-Iron

      She picked up a German hitchhiker, who cut off her face and wore it as a hat. On the plus side, she (or at least her face) still showed up at the wedding. The happy couple was not so happy when they saw the hitchhiker with her face on his head, but you can’t make an omelet (or a face hat) without breaking some eggs (or faces).

      • 0 avatar
        friedclams

        I like the way you think! We’ll have Lincoln do a tie-in with the Texas Chainsaw Massacre 3-D! Can Superbowl ads be in 3-D? The birds at the beginning holding the banner would work well for that.

        I’ll get Ed the Copywriter on it right now. Work something up in Final Cut for the client meeting at 11:00, we don’t have much else.

  • avatar
    Felix Hoenikker

    Easy Jack,

    At least the ad had a happy ending. I thought it was goofy, but not offensive. Since I have no interest in the Lincoln Motor Company, ads like this just flow thorugh my brain without a reaction.
    On the other hand, I am subjected to a constant barrage of inane radio commercials for credit challenged Hyundai customers on my hour plus commute to work. It got so bad that I abandoned FM for Sirius sat radio. However, I like to hear traffic reports to help me take an alternate route if need be. So now, I drive with one hand on the radio buttons so I can switch to NPR between the traffic reports.
    It almost seems like the A-hole car dealers have taken over FM radio. I guess it’s time to renew my Sirius sub.

    • 0 avatar
      dolorean

      Amen Jack. With Satellite and NPR, its amazing how much Advertising irritates me now. There’s only so much, “Sunday! Sunday! SUNDAY!” and “Hyundai says, YOU NEED A CAR! NOW!”, I can take. Always reminds me of Calvin being attacked by his telelvision by the demonic advertisements shrieking from its speaker.

  • avatar
    NulloModo

    I have to admit feeling a little bit of involuntary revulsion at the term ‘curated tweets’ but the ad itself isn’t bad. It’s a bit goofy and whimsical, which is a new take for Lincoln advertising, and may help connect better with the younger demographic Lincoln is chasing.

    I thought the Lincoln Wish List even ads straddled the line between funny and respectable well enough, this seems to be a natural evolution

    • 0 avatar
      DeadWeight

      The day that YOU can do anything OTHER than reflexively defend ANYTHING Ford or Lincoln related, whether an advertisement, vehicle or whatever, is the day that hell will have frozen over.

      This commercial is beyond horrible. It’s so utterly full of fail that the english language repertoire of adjectives isn’t quite sufficient at times like these.

      I would have preferred to have seen an advertisement that focuses on the actual driving characteristics of the actual….you know…vehicle being promoted, that actually…you know…conveyed relevant and useful information to the audience.

      Instead, it’s a fantastically bizarre montage of the streaming consciousness of a chipper L.A. type new age-ist housewife musing on discordant things from turtles to astronauts at weddings. It’s like peering into the mind of a lobotomized Federico Fellini.

      This tie-up with Jimmy Fallon (maybe multiple fatality highway pile-up is a more apt description) is off to such a horrendous start that it’s hard to imagine that it could possibly get worse, yet I remain fully confident that it will.

      The Lincoln Motor Car, Coach & Horseless Carriage Company, PLLC HMS should just hire Kathy Griffin as their spokesperson, drive the final nail into their coffin, and call it a day.

      • 0 avatar
        gmichaelj

        Thanks, I loved reading YOUR fair and balanced response.

      • 0 avatar
        NulloModo

        In general I do prefer advertising that is more about the product. I’d like to see Lincoln move to a campaign that puts the new MKZ next to the ES350, E-class, CTS, etc and shows the way the Lincoln is better.

        A superbowl ad isn’t the time to do that. A superbowl ad isn’t to sell your product directly, it’s to create buzz that will help get more people looking at your product. This ad should at least have some people talking about Lincoln on Monday morning.

        At this point Lincoln needs to do all it can to get away from the image of being ‘grandpa’s car’.

      • 0 avatar
        Jellodyne

        http://www.examiner.com/article/the-1975-80-ford-granada-had-a-simple-yet-effective-ad-campaign-we-copied-the-cars-you-really-want

    • 0 avatar
      windnsea00

      Spoken like a true salesman (first post)! Also, what is going on with an antenna on the left rear of the car?!

      • 0 avatar
        NulloModo

        If the MKZ comes without a moonroof or with the standard sized roof the AM/FM antenna is integrated into the rear window. If it has the panoramic moonroof the glass will block reception whe it is fully opened so the antenna is moved to where you see it in the video.

      • 0 avatar
        Summicron

        @windnsea00
        Well, there’s no dearth of acerbic anti-salesmen here.
        And Nullo is unflappably civil no matter the provocation.
        He’s a perfect counterpoint to the brilliant vitriol of the DeadWeights and porschespeeds.

      • 0 avatar
        DeadWeight

        Nullo is indeed always civil, but I never personally attacked him, and in fact, my calling him out for forever and always reflexively defending anything Ford/Lincoln is just an honest assessment.

        You’re correct that my response contained a healthy dose of piss & vinegar, but it was squirted all over this advertisement for The Lincoln Horseless Carriage & Stagecoach Company, and not Nullo.

        Nullo has made it no secret that he sells new Ford vehicles. I’d just wish he’d be more objective about some of these products (I’ve known or met many salespeople who were capable of objectivity to at least some degree).

      • 0 avatar
        porschespeed

        Summicron, As rarely as I spend even the smallest part of my day here anymore, I’m flattered that you remember me. Especially as much of my past 10ish years on and off here has been put in the memory hole.

        FWIW, Nullo has always been a good guy. Just like mikey, Danthe teacherofteachers, and a host of others who were here long ago. We didn’t always agree, but they actually knew cars and had a viewpoint from which they’d argue. That’s the only way things actually move forward. It’s messy and ugly and to this day I’d happily buy them dinner and libation of their choice. Somewhere nice. Even if they don’t want me in the parking lot. Or the state.

        I am an acerbic eh-hole who doesn’t suffer fools gladly, and calls the lousy mgmt and product of the D3 for what it is – a pathetic joke. Even Fiatsler to some degree. Especially GM. Their best products ever? Sure. Behind everyone else? Go sit in a Crapillac. You’ll miss the quality of a 1995 Acura or Lexus. At least the C7 ‘Vette interior finally *looks* like it wasn’t designed by blindfolded downs syndrome 9 year olds. Actual material quality is a very different story, and dollars to donuts, the build quality will be (as usual) even worse.

        The D3 should be the kings of the automotive world, we had it all in our grasp, and lousy inbred mgmt has been giving it away for 60+ years in the name of yes-men hubris and short-term profits.

        So, I am very honored to give you an obnoxious counterpoint, when I have spare time and one to offer that I can argue. Because it has long since fallen out of favor around here, and somebody needs to do it.

  • avatar
    VA Terrapin

    Yet another Superbowl commercial that sells the ad agency more than the product it advertises. The MKZ is never mentioned by name, and the badge subtly flashes by in a few seconds; it’s like Lincoln is embarrassed at the name of the car. Nor do we get a list of features or performance stats, just some vague slogan about luxury. We mainly get a quirky, hipsterish story that can advertise a Fusion, Sonata or any other try hard, faux luxury sedan.

    • 0 avatar
      hreardon

      Well, if that ad were intended to sell the ad agency….yikes. Color me unimpressed.

      I believe the point of the story is to reintroduce Lincoln as a car brand and try to impress upon the youth of America that they should be somewhat interested in their product.

      But to your point….not such a good way of doing it.

    • 0 avatar
      mcarr

      They should be embarrassed of the name of the car.

    • 0 avatar
      Ryoku75

      I’ve said it once and I’ll say it again, people seem to just hate talking about cars be it writings or ads.

      Watching this ad I can only guess that the new Lincoln Camry is supposed to bring good times or something, but if they’re trying to get pretensious, smug, elitist hipsters to drive their cars than you can count me out of Lincoln for good.

  • avatar
    hreardon

    While I don’t have disgust for the ad, I get what they’re trying to accomplish, the execution is just ham fisted and overwrought.

    To me this is the perfect example of advertising trying too hard to connect with a demographic. It’s obvious how hard they’re trying and painful to watch. Like a guy who has fallen into the ‘friends zone’ with a girl and everyone can see it…but him. A little pity and sympathy, but a good amount of cringe, too.

    The ad panders too much, as if some marketing whizes said “hey, if we toss in words like ‘Tweet!’ and reference pop culture figures like ‘Jimmy Fallon’, associate ourselves with ‘German engineering’ and setup a cool millennial-targeted ceremony…all narrated by some hipsterish guy in an ironic setting – if we get this all right we will ABSOLUTELY connect with the next generation of car buyers.”

    Sad. It just doesn’t work. I understand the message – but the delivery is so far off it isn’t worth the time.

    • 0 avatar
      friedclams

      This. Overwrought and obviously pandering. I didn’t make it past the alpaca farm. I feel like an idiot for even typing “alpaca farm”!

      If Lincoln sold a proper Continental, this silly ad would be unnecessary.

    • 0 avatar
      Type57SC

      I think it may have the opposite genesis. As in, Ford (Farley) are so all-in on social media and are smarter than having to do TV ads, so they needed so make this into a broad theme that extends their social media hipness to this ad. I’m sure someone talked more about “extending the conversation from social media before and after the superbowl” rather than “let’s blow their F-ing socks off with a powerful or humorous ad, and quickly rally behind what gets traction” (see VW/Chrysler)

  • avatar
    danio3834

    I think it would have been fine if they were pushing a Fiesta or Focus. But to people like me, who actually stand a chance of courting a Lincoln, what a turnoff.

  • avatar
    photog02

    If this is their ad strategy, someone needs to walk up behind the Lincoln Motor Company and put it out of its misery. This ad is trying so hard to be hip that they have completely overshot their target audience.

    However, the one thing they did correct was to not refer to a competitor’s product. At least they got something right.

  • avatar
    PrincipalDan

    This looks like a “Hail Mary” pass in the 4th quarter when you’re down by 3 touchdowns.

    And how were these “curated” by Jimmy? If you’re gonna pay to use his name I would think we’d at least get to see him or hear his voice. I guess I should be glad they didn’t use the Capitol One baby.

  • avatar
    schmitt trigger

    “It almost seems like the A-hole car dealers have taken over FM radio.”

    Amen!
    And not only that, they are the LOUDEST. With loud screaming, loud music, loud noises…

    I’m so grateful at having radio controls at the steering wheel!

  • avatar
    Acd

    How is it that Ford needs to “introduce” Lincoln–oops I mean The Lincoln Motor Company, a brand that Ford has owned since 1922? If this ad is the best they can do Lincoln is doomed.

  • avatar
    philadlj

    Yay, another commercial with the clappy-clappy-laa-laa-xylo-indie-rock music. No commercial has ever used music like this. SO FRESH AND BOLD.

    • 0 avatar
      dolorean

      So you’d rather they went with the oh so tired, ‘Classic Rock’ or worse, long-since-should-be-retired Sinatra tunes to shill a Lincoln? Cause I’ve seen plenty of those.

      • 0 avatar
        philadlj

        The new trend is worse…DUBSTEP.

      • 0 avatar
        Lorenzo

        I’d have used Mozart. Literally. Have him riding into Vienna in a carriage over cobblestone streets, getting out holding his aching back to strains of Mozart’s Requiem. Then transferring to a MKZ and riding comfortably in the back, conducting Eine Kleine Nachtmusik. Then you’re selling the ride, comfort and the stereo system, and what could be classier than Mozart? Plus, the music is in the public domain – no royalties.

  • avatar
    KixStart

    One of the important reasons that Shakespeare is so good is that he always started off with a great story. For instance, the foundation of Romeo and Juliet also worked in West Side Story because it’s simply a great story.

    Ford started off with Tweets. Game over.

  • avatar
    28-Cars-Later

    I see where they came from, something along the lines of we want to build our sales campaign with data from potential customers. Since it makes too much sense (and is a greater time/money expense) to go out and generate your own data (such as pay a real celebrity to go out and do crazy shit in your car with random people (Charlie Sheen could do this drunk and sleeping)) you pay for access to someone else’s social drivel.

    Since CIA was probably reluctant to part with Facebook data, you contract with Twitter and attempt to build something coherent out of that mess of human brain farts. Jack puts it best with “The “curated Tweets” are inane”. Lincoln by Ford Motoramics Design Bureau Incorporated would have been far better with a thousand monkeys typing on a thousand typewriters… they’d get a much better result than buying a B-list celebrity’s name and hiring marketing interns to make sense of arbitrary madness in order to sell… what was it called?

    http://www.youtube DOT com/watch?v=JcSUWP0QNeY

    • 0 avatar
      28-Cars-Later

      I had another thought, the relaxed feel of the ad combined with using friendly looking hipster doofus characters suggests this ad is perhaps an attempt of selling MKFusion to women, metrosexuals, and other ball-less individuals.

      Think of MKFusion as starting out as a “real” Lincoln but then you put it on a strong anti-psychotic medication; now its smooth, relaxed, non-threatening, level-minded, and perhaps luxurious… but lacking any real power or emotion. Just like a good deal of our heavily medicated society, both with drugs legal and illegal.

      • 0 avatar
        Type57SC

        In product and dealer service, they are clearly aiming for Lexus and the ghost of Mercedes, not BMW or any other brand that increases rather than subdues your pulse. Too bad the stench of recalls and general reputation for so-so quality puts a huge wet blanket on the out-Lexus Lexus idea.

        This ad makes me surprisingly nostalgic for the Roger from Mad Men ads.

      • 0 avatar
        CoreyDL

        Sounds like Fahrenheit 451.

  • avatar
    AMC_CJ

    Even if this commercial was bang-on perfect and hit their projected audience right on target….. do they actually think the young, hip, kidsters of today actually have $40K+ to spend on a car (unless wealthy parents are buying).

    Damn if that Lincoln doesn’t look good though. Too bad it’s got a transversely mounted drivetrain and a astronomical price tag for what it is. My grandmother bought the last-gen MKZ (V6, AWD) for people to cart her around in, and she hasn’t driven in years. Decent car, but no where near worth the money that was paid for it.

  • avatar
    philadlj

    Directed by Wes Anderson…..’s butler.

    • 0 avatar
      gessvt

      Exactly. It’s great and all that some people dig Wes Anderson’s productions. If you “get” his movies, then I like you that much more. However, attempting (and failing) to rip him off is an admission of defeat. It’s not edgy and different. It’s just lame.

  • avatar
    geee

    Truly cringe-worthy.

  • avatar
    Frank Galvin

    Holy F**k was that terrible. So terrible, I’m laughing my ass off. Is it me, or did the same group that did the Toyota Venza ads with the hipster kid complaining her parents don’t Facebook, dream up this claptrap? Good luck with that Ford. In case anyone from the “Lincoln Motor Company” may be monitoring this, I’m an attorney in my mid 30’s and will be buying a UAW/CAW (lotsa union clients!)sedan soon. You’re going to have to do a hell of lot better than that to persuade me not to get the 300, or even consider whatever the hell that was. Awful, awful, awful. Hipsters / NPR approved bearded alt rockers are not your market.

  • avatar
    DC Bruce

    “Luxury always starts with you” Now, that’s a tagline for the ages. At least it sums up the commercial: some sound and pictures totally devoid of content.

  • avatar
    E46M3_333

    20 somethings don’t buy luxury cars.

    • 0 avatar
      DenverMike

      20 somethings don’t buy cars, but 50 somethings go for cars they wish the could’ve had when they were younger. And 50 somethings like cars that are youth orientated as opposed to old fogey types.

      • 0 avatar
        28-Cars-Later

        I agree, I just don’t see MKFusion or (MK whatever) as youthful offerings. When I think youthful from Ford its Mustang and perhaps Focus in second place. I think a refined Lincoln take on the Mustang would generate more buzz than a genuine Continental and 10x the buzz the MK clones will.

      • 0 avatar
        DenverMike

        It’s like the Scion XBs that were marketed to 20 somethings when empty nesters and pensioners were its intended victims all along. While a Mustang may too youth oriented for my grandpa, a Lincoln based on one would be just right. Marketed to 20 somethings of course.

      • 0 avatar
        FuzzyPlushroom

        It might be apocryphal, but Bunkie Knudsen is said to have turned around Pontiac in the late ’50s based on the idea that “you can sell a young man’s car to an old man, but you cannot sell an old man’s car to a young man.”

  • avatar

    FWIW, the MKZ looks great in the ad.

    Lincoln will be running two Super Bowl ads, this crowdsourced Jimmy Fallon thing (I love comedy and standup, but can someone please explain to me what Fallon’s appeal is, his Capital One ads are cringeworthy), but also one that’s purely product focused, according to Pete DeLorenzo, who I’m guessing has seen both of them.

    I think this ad is more about creating buzz for the brand than to promote product. Of course trying to create buzz is always a crapshoot at best. Let’s see what the more product focused ad looks like and how people will respond to it.

    • 0 avatar
      friedclams

      Compare this ad to the famous Detroit one for the Chrysler 200. The irony being that the 200, as a car, has way less luxury cred than the MKZ actually does. Which ad does better at creating buzz for an unknown product or fallen brand? Sometimes boldness leads a prospective customer better than scattershot pandering to a demographic (which is what this tweet-based campaign is).

      Hopefully the other ad is better. It would be a shame if Lincoln didn’t survive.

      • 0 avatar
        DeadWeight

        I think it’s close to the “Caddy that zigs” ads for the Catera, except those AT LEAST actually communicated information (to the degree they were accurate is open for debate, as is always the case with advertisements) about the specific vehicle in terms of its handling and driving characteristics, whereas this advertisement, by contrast, conveys none.

      • 0 avatar
        PrincipalDan

        Don’t forget Lisa Catera in Cadillac commercials… that was desperation not seen again until the advent of the Craigslist “casual encounter” section.

      • 0 avatar
        DeadWeight

        Wasn’t Lisa Catera a doctor on Chicago Hope (the TV show), which was a truly cheesy tie-in to the Cadillac vehicle?

    • 0 avatar
      APaGttH

      Touche. EVERYONE is talking about it – and in advertising that is a good thing. The real test will be 30 or 60 days from now, or for that matter the day after the Superbowl. People may still be talking about the ad, but will they remember the brand and what they were selling.

      Cringe worthy can sell.

      Head on apply directly to the forehead!
      Head on apply directly to the forehead!
      Head on apply directly to the forehead!
      Head on apply directly to the forehead!
      Head on apply directly to the forehead!
      Head on apply directly to the forehead!
      Head on apply directly to the forehead!
      Head on apply directly to the forehead!

    • 0 avatar
      Tinker

      They’d have been better off with Craig Ferguson, than Jimmy Fallon. I’m assuming Craig Ferguson can be bought.

  • avatar
    cout

    Wait, “cervix crusher” is supposed to be unfunny?

  • avatar
    jjster6

    What does this company called Lincoln do?

  • avatar
    dolorean

    Looking at the ad from the perspective of the always incredibly inciteful Lincoln Board of Directors, its pretty apparent where they’re going with this. The pretty, but not too pretty, twenty something woman/girl, college educated and leading good things in her chosen career field, is enjoying the sh** outta life and being a single girl. Of course she would think nothing of picking up some strange dude out in the middle of nowhere because this is happyland where fantasy comes true. Instead of checking her meds, which she is obviously on, they roll ahead into the realm of he barely possible with yes, the Indie Rock beat filling the void. Its stupid and insipid but so is 50 Shades of Grey and most women will LOVE it.

    Have a feeling that Lincoln worked very, very hard to nail this demographic. The young, hip, free-wheeling, progressive, educated female who has discretionary income to spare and nothing to worry about. This is the female equivalent of the Scion ads for the 26 yr old college educated and jobless male who lives in his parents basement while playing nights in hot clubs in his band. It’ll hit squarely at older women who have the income and who always wanted to be that girl, but never got the chance, but now they can when they buy a Lincoln. Brilliant.

    • 0 avatar
      28-Cars-Later

      I just had a very similar thought a few posts up, its scary we think alike ;)

      If this line is correct though it indicates that yet another brand who used to offer somewhat real cars will toss away its history and neuter itself, in this case in order to sell dressed up models if its parent company.

    • 0 avatar
      Summicron

      ….@dolorean

      I think you’re dead on. Ads at this level may try to appeal to idiots, but none of them is made by idiots.
      In the <45 demographic, there's not so much pro-foreign bias and women are the new marketing frontier.

      • 0 avatar
        APaGttH

        When your average buyer is pushing 70, and you’re targeting under 45, it’s a huge mistake. They need to be targeting 50 to 55. It’s too big of a jump.

        Cadillac did a great job of stepping down the ladder and dropped their average buyer age by more than a decade in about five years. But they didn’t do that this way.

        This ad is horrible.

    • 0 avatar
      jhargis

      Very insightful

    • 0 avatar
      Type57SC

      That demo is the Mustang v6 buyer, not a 4d conservative sedan buyer.

      • 0 avatar
        Summicron

        @Type57SC
        The Mustang buyers I know are neither college-educated nor particularly affluent. Dolorean is talking about another demo entirely, the Mustang owners’ bosses.

  • avatar
    Hank

    This must be what inspired the Hyundai Santa Fe Superbowl ad…

  • avatar
    gearhead77

    Did anyone with a hand in this watch the “Imported from Detroit” Chrysler ads? ANYONE? This makes me hate Twitter and Jimmy Fallon even more so.

  • avatar
    Lightspeed

    This told me nothing about social media and its power (or lack thereof). This told me nothing about the product. This told me two things – that the advertising company thinks it is very very clever, and that somebody in the advertising company thinks the name Jimmy Fallon carries any weight at all. If this is all Lincoln’s got then, yes Jack, “Abandon hope all ye.”

  • avatar
    corntrollio

    “This told me nothing about the product.”

    Funny, Baruth praised the DTS ad that did the exact same thing — nothing about the product other than saying it is spacious, but it was marketed to men instead:

    http://www.thetruthaboutcars.com/2013/01/truly-great-moments-in-gm-advertising-the-dts-visits-a-diner/

    Many car companies are trying to sell an image with their products, as dolorean said very astutely above. Also, there are subtle things about the product — e.g. the biker dudes are feeling how comfortable the seats are.

    Yes, I personally think the ad is silly and inane, but I bet there are people whom the ad is targeted to that will like it.

  • avatar
    TW4

    Jack, you’re supposed to think this ad is a sign of the apocalypse. It’s aimed at women.

    I guess the Lincoln marketing plan is now clear: SELL TO WOMEN. Women play an increasingly larger role in the workforce. Women have better education and higher income prospects. Women buy their own cars nowadays. Women are allegedly more motivated to get married than any generation before them, yet their marriage rates are historically low. The dread of going stag to a girlfriend’s wedding and the serendipity of an unconsummated hipster fling with a flannel-clad foreigner probably tested as ‘highly appealing’. Jimmy Fallon probably tests well with women.

    Lincoln has sold out. Move on. It’s no longer a car for Mad Men and aspiring males who seek corporate domination. Lincoln is a brand for the comely, conscientious, communal, XX-chomosomed middle-manager, who is socking away money for an imaginary relationship with a nonthreatening male-counterpart. Sadly, her number will probably not be called.

    These women used to wait hopelessly in the castle tower for Prince Charming to save them. Marketers never took notice. Now, the modern-day damsels in distress have a piles of gold next to their desks thanks to the lion-priding of US corporations. What is a marketer to do, if not adapt the androcentric destiny-storyline to reflect a spontaneous indie fling for a woman on a bittersweet errand? In the era of downsizing, down-powering, and disarming every chariot on the roadways, is there any better potential customer than a conscientious single female?

    Any red-blooded male is going to find this ad highly-offensive. After I’ve reinforced my masculinity by eating a pound of raw steak, I might put a few dollars on ticker symbol ‘F’. A marketing plan that is this debased and unholy will almost certainly yield a windfall.

    • 0 avatar
      corntrollio

      “I guess the Lincoln marketing plan is now clear: SELL TO WOMEN. ”

      This was the Mercury plan too, for those people who think Ford is turning Lincoln into what Mercury used to be.

      FWIW, I’ve certainly seen the standard old white dude or his widow driving some of the newer Lincolns, but I’ve also seen the exact demographic TW4 is talking about driving them too lately.

    • 0 avatar
      Summicron

      @TW4
      I think you can test out of all the undergrad requirements and move straight to misogynist grad school.

    • 0 avatar
      Pch101

      “It’s no longer a car for Mad Men and aspiring males who seek corporate domination.”

      Admittedly, a business model predicated upon selling lots of cars to fictional television characters wouldn’t be optimal.

    • 0 avatar
      APaGttH

      Strongly disagree that this ad targets women. Gen X and Gen Y women (and hey Gen X was born all the way to 1964, we’re getting old) have a dim view on marriage in general.

      This ad doesn’t know who it is targeting – and it shows all the wrong people and the wrong targets in the ad. It is feckin’ awful.

      Target women? Lincoln wishes they even got that part right.

    • 0 avatar
      hreardon

      TW4 – I don’t know why, but your comment really struck a chord with me. What I don’t quite agree with is that this advertisement is targeted at women. I think it’s targeting that (cliched) hipster-emo-demographic that frankly turns my stomach. So, on a primal level I would agree that the advertisement is offensive, and I’ve got to tell you that I’m faaaaar from being an alpha male. My wife can throw a football better than I.

      Let’s take the polar opposite of this ad and compare it to Audi’s superbowl spot. If you haven’t watched it, do so. It’s very powerful, yet very subtle and has just the right tone to get its message across. It’s not about getting the girl, it’s about having the cojones to take action and make something happen – regardless the outcome.

      Lincoln’s unfortunate take left me feeling incoherent, pandering, sniveling and emasculated. Audi’s was empowering.

  • avatar
    APaGttH

    Oh I so have an 800 word article for this ad. Not just one of the worst car ads I’ve ever seen (based on what Lincoln is attempting to do) but one of the worst ads I have ever seen for so many reasons – period.

    I mean holy crap, they don’t even have the sound sync right. Our story teller isn’t aspirational. Our Lincoln “buyers” are WAY too young of a demographic, just – wow – crap crap crap. I would have never signed off on this storyboard, let alone let this abomination go to production.

    A crowd sourced via Twitter car ad would play great at Scion, Nissan, heck even Infiniti which has a pretty young demographic (relatively speaking). Lincoln?!?!?

    Ugh

  • avatar
    Bimmer

    No wonder Mitsubishi outsold Lincoln in January.

    This is how you make a memorable commercial, Lincoln, learn from your parent company. I still think it’s the best commercial for a family sedan: http://tinyurl.com/a47ohwd

  • avatar
    bus-man1

    I know I’m nit-picking here but, LECIA M9’s DON’T HAVE LIVE VIEW!!!! And what, because the hitch-hiker is German he HAS TO HAVE A LEICA? Seems a bit racist to me. If I was in a European care comercial would I have to be driving a F-250 super duty with the American flag plastered across the hood, listening to Springsteen at 180 db?????


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