SBD/December 4, 2012/Marketing and Sponsorship

Ford Using Social Media-Inspired Super Bowl Ad To Reenergize Lincoln Brand



Ford has "decided a Super Bowl ad for Lincoln makes sense and confirmed the luxury brand will have its first ad during next year’s big game with the help of celebrity Jimmy Fallon," according to Alisa Priddle of the DETROIT FREE PRESS. Lincoln Dir of Global Marketing, Sales & Service Matt VanDyke said, "We have to get noticed. The Super Bowl is as massive as you can get and we need to make sure people know Lincoln is not what they thought it is." Fallon will "curate and write the Super Bowl ad via social media." He will tell the Lincoln story "from tweets from the public about the brand." The creative process will start tomorrow at 12:00pm ET and Lincoln "wants the input to be open, broad and completely random." At this point there "has not been a decision for Fallon to appear in the ad" (, 12/3). Ford said that it is hiring Pro Football HOFer Emmitt Smith "as 'brand ambassador' for Lincoln at the Super Bowl" (BLOOMBERG NEWS, 12/3). Ford Exec VP/Global Marketing, Sales & Service Jim Farley "admits he won't sell any cars on a Super Bowl commercial alone, but he can start to turn the tide on the perception of the brand" (, 12/3).

BACK IN THE GAME: AD AGE's Brian Steinberg noted after joining the Super Bowl's ad ranks in '11 and sitting out in '12, Mercedes-Benz is "poised to redefine its appeal to the game's massive TV audience." M-B USA President & CEO Steve Cannon said that the carmaker will use the Super Bowl to "introduce its CLA, a 'highly stylized four-door coupe' with what might be a surprising price." In its last Super Bowl appearance, entertainer Sean Combs "had a featured role." M-B said that it "intends to run its 2013 ad in the fourth quarter." There already have been reports that "suggest model Kate Upton and singer Usher will be featured in the new effort." The ads are "being crafted with Mercedes' longtime agency, Merkley + Partners" (, 12/3).

SEX SELLS:'s Chris Tutor noted Chrysler CMO Olivier Francois has "unveiled five new Fiat ads he says could be used in the 2013 Super Bowl." All five were previewed at the L.A. Auto Show last week and "show five different 'everyday' situations where the 500 acts as a catalyst to boost adrenaline levels." The first shows "an attractive female driver suiting up for a spin around a track in the new electric-powered 500e." Her drive "goes well until the second turn when, obviously, something goes wrong." The spot "ends with the tagline 'Environmentally Sexy' above a rocking 500e." The second ad has "two tuxedoed men in the front seat of a 500L trying to catch a glimpse of two young ladies changing into bridesmaid dresses in the back seat." The third and fourth ads also are for the 500L and "make clever twists on the 'Very family friendly' tagline." But Fiat "saved the best for last." Supermodel Catrinel Menghia returns with "a scorpion co-star slowly inching its way up her bikini-covered back." As the new 500 Abarth Cabrio "streaks by, the stinger-equipped arachnid makes a strategic clip with a claw and we get the tag, 'Small, wicked... and now topless'" (, 12/3).
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