• Brandweek, Monday, June 19, 2006 1:15 PM

Ford Motor Co.'s Lincoln division is using the idealistic concept of the American Dream as the focal point of its new advertising campaign, which is designed to capture the attention (and dollars) of younger car buyers. The print portion of the campaign began this past weekend, and broadcast ads will follow in the fall. The media plan relies heavily on lifestyle media, including Web sites and broadcasts playing to food, travel, and personal finance. The print ads--one shot with blue hues in an airport terminal asserting that "Without a dream, there's no departure"--advance Lincoln's cultivation of the younger, hipper consumer in hopes of appealing to mid-range boomers who are looking at reward and comfort. Lincoln has conducted testing this year on a younger market in order to court that demographic. The overall effort is titled "American Dreams," and is designed to sell four specific 2007 models coming out later this year. They include the rebadged Zephyr called the MKZ, a CUV called the MKX (a CUV is a cross-utility vehicle, which is built on a car frame, unlike an SUV, built on a truck frame) and two versions of its Navigator SUV.

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