Armed with a Redesigned Arsenal, Lincoln Lashes at Lexus
For its new advertising campaign, Ford (NYSE:F) luxury brand Lincoln is taking a swing at a company that was instrumental in pushing it to the fringes of the luxury market: Toyota’s (NYSE:TM) Lexus division.
Themed ”Luxury Uncovered,” the new campaign features Ford’s 2014 Lincoln MK and makes a few ill-disguised pokes at the Toyota-owned nameplate. The television commercials will be shown on primetime network and cable TV shows, and will also feature a social media component.
“Which of you offers the largest retractable panoramic roof?” the ad asks.
“The camera shifts to the cars, which don’t speak. Rather, cartoon-style bubbles appear. The words ‘That’s me’ appear above the MKZ in answer to the roof question. The words ‘I’m very shiny’ appears above the Lexus,” Automotive News points out.
“I want standard adaptive suspension. Anybody?”
“I have that,” the MKZ says. “So shiny,” observes the Lexus.
“Which of you offers inflatable rear-seat belts?”
“I have that.” “Inflatable what?”
To wrap up, the narrator says, “When you’re looking for a luxury car, make sure you ask the right questions.”