Lincoln bought the emperor’s new clothes.
This ad appeared in the February 2017 Fast Company magazine (in a very high-priced spot – the inside front cover). Lincoln paid a massive amount of money for the ad series, shot by renowned photographer Annie Leibovitz.
Agency Hudson Rouge made out like a bandit.
But Lincoln did not think about their real audience. Showing a 20-something person behind the wheel of a $60,000-ish luxury car, newly-minted from a marque typically bought by people above 60, will not make 20-something people want to buy one. Nor will it make 60-year olds who want to be 20-something want to buy one.
No matter how much the critics like the car.
Yes, it would have been appropriate for Lincoln to push the envelope in their marketing – but not so far.
Maybe they should have put kids under 10 behind the wheel – that audience will need to buy cars, eventually.
6 Replies to “You can’t force it”
Ha ha. My 20 something daughter is buying a use Honda Fit !
We more-than-20-somethings have a Honda Fit & we love it!
is that a male or female human in the picture, i wonder?
I am not sure.
I am guessing this ad is for 60 somethings who are still living in their head. Sort of like a certain motorcycle, where you pay extra thousands of dollars to have that sound.
Perhaps this ad is suggesting that if you buy one, either a sixty something will become younger and more attractive, or in man’s case, he will have a 20 something sitting in the passenger side if he buys it.
Interesting though, the idea they spent thousands on such a silly ad whatever the intent,
Thanks for your thoughts, Michael. Interesting!
I love your description, “a certain motorcycle…”
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