Taking a significant leap from the traditional 30- and 60-second broadcast ad model, luxury automaker Lincoln is delivering a first this week with the television launch of a three-minute movie featuring the all-new 2009 Lincoln MKS.
Shot on location in Hollywood Hills, MadCrazyLove is a three-minute commercial, with accompanying 30- and 15-second spots, that introduces the newest member of the Lincoln family – the 2009 Lincoln MKS – against the backdrop of a fun, romantic story. The new three-minute spot made its television debut yesterday during the Black Entertainment Television Awards pre-show. Following the show, the movie will live online at www.lincoln.com and www.lincolnlounge.com .
The spots will began airing yesterday on select cable television and nationally syndicated programs. National print and digital media are included in the media mix and scheduled for rotation beginning in July.
Sultry, soft sounds from the legendary Marvin Gaye, a dark, dusky evening, the smooth ride and distinct styling of the 2009 Lincoln MKS set the mood for the story. MadCrazyLove takes the viewer on a romantic journey that at first glance appears to be centered on a couple’s first encounter. Moving through vibrant images at a cocktail party, cruising through the streets and scenic hills of Hollywood, stopping off for a bite at a local dive, the couple enjoys the simplicity of the evening and the amenities of the Lincoln MKS. And as the couple’s evening together marches towards a final scene, the story takes a sudden and unexpected twist that viewers will have to see to enjoy.
Three partner 30-second and one 15-second television teaser spots provide a peek into the MadCrazyLove story, and further details the many features of the new MKS, including the sophisticated technology, dynamic design, and smooth driving experience.