Last March, Lincoln defined its brand image, American luxury, with these key words and phrases: 'inviting,' 'confident,' 'optimistic,' 'luxury without rules.' The new definition will receive its first creative expression in a campaign breaking on Fox TV on Saturday, Dec. 9, and in the December issues of several upscale magazines. The print ad, above, associates Lincoln owners with the upscale activity of shopping for antiques. The print ads will appear in such magazines as Vogue, Business Week, Fortune, Food & Wine and Fast Company. Y&R Advertising did the creative work.
Test driving the Lincoln image
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