Performance Of New Lincoln LS Makes A Splash In Ad Campaign
Propelled by a 280 horsepower V-8, a 2003 Lincoln LS streaks across a long bridge in a new television ad, leaving a wake of water below big enough to entice nearby kayakers. That type of unexpected surprise from a Lincoln is at the center of a new national ad campaign for the Lincoln LS sports sedan that launches today.
Using the tagline "The driver’s luxury car," the ads emphasize the perfect blend of luxury and performance in the new Lincoln LS – which is capable of reaching 60 mph in 6.42 seconds. In a second television spot, steam rises from a cup in a cupholder, then swirls back in the shape of an S-curve as the vehicle maneuvers along a winding road. "Sport-tuned suspension. 280 horsepower V-8," says the narrator over the sound of a surging engine.
Lincoln's new national campaign builds on the luxury brand’s theme of "Travel Well."
"The original LS earned a reputation as an exceptionally engaging luxury sedan. The new campaign continues to present the LS as a driver’s car – with an emphasis on showing how the performance of a vehicle can affect its surroundings," said Ann Kalass, Lincoln Mercury marketing communications manager. "Combining an athletic stance and a clean, modern appearance with superior driving performance and a host of convenience features, the LS will continue to attract a broader base of customers to the Lincoln brand."
The television ads are scheduled to first air today on ESPN and are scheduled to continue Saturday on NBC's broadcast of The Players Championship golf tournament. The first prime-time spots are scheduled for FOX's Boston Public on Monday, March 31. The television spots run concurrent with a print campaign of one to three-page ads in publications such: as Esquire, Details, Fortune, Harper's Bazaar, Fast Company, Architectural Digest and Golf Digest. Lincoln's agency partner, Young & Rubicam Advertising, developed the campaign.
More than 500 components and systems have been redesigned for the 2003 LS, including more powerful and fuel-efficient V-6 and V-8 engines and the addition of new ZF speed-sensitive rack-and-pinion steering. New features include:
All LS models have increased horsepower and torque. (280 horsepower V-8 and 232 horsepower V-6)
Industry first THX-certified audio system with six-disc CD changer, 10 speakers and a maximum sound output of 107 decibels with virtually no distortion.
ZF speed-sensitive variable assist power steering for improved responsiveness and driver confidence and control.
Interior luxury features like heated and cooled seats, real American walnut burl wood trim, premium leather and eight-way power-adjustable driver’s seat.
Introduced in 1999 as a 2000 model, the LS has combined with the Lincoln Navigator to attract a new generation of affluent customers to the Lincoln brand. Approximately 70 percent of LS customers and 60 percent of Navigator customers are new to Lincoln. The average customer age for both vehicles is in the early 50s.
The 2003 LS is part of a top-to-bottom revitalization of the Lincoln showroom that features four new or substantially improved vehicles that meet the expectations of luxury buyers in the areas of performance, comfort, technology and safety. Lincoln's full lineup includes: The redesigned Navigator, the all-new Aviator SUV, a significantly upgraded LS sports sedan, and a totally redesigned Town Car.