With a price tag of around $8 million dollars for only a 60 second spotlight the Lincoln brand is ready for a first ever Super Bowl commercial debut. Sharp to detail the luxury PR campaign is focused on targeting progressive luxury consumers. These are individuals who generally buy for self satisfaction over desire to flaunt brand logos. Progressive luxury consumers tend to be more loyal and produce more sustainability for brand recognition.

Jim Farley readily admits he’s not particularly fond of Super Bowl commercials. But as the executive at Ford charged with re-energizing its Lincoln brand, he will play in the most expensive advertising market this year. If Farley was to do a Super Bowl ad, he insisted it be done in a way that wouldn’t upstage Lincoln’s effort but could also grab the attention of viewers who are looking to be entertained in the once-a-year spot.

Lincoln MKZ vehicle during the LA Auto Show in Los Angeles, California, U.S.


The result will be the first Super Bowl ad generated by social media. Farley won’t give specifics other than to say that the masses will help contribute to the spot through a yet-to-be-announced celebrity curator, who is responsible for gathering and choosing what will go in the spot.

Here is where Lincoln confuses us with their luxury PR campaign by hoping to target progressive luxury consumers and using social media. There is a clash between Progressive Luxury Consumers and The Leisure Class Culture. If the Lincoln brand really wants to sell cars they may need to understand the vast differences of how to use resources to connect with the right target audiences. The first luxury PR rule is the element of engagement. For example Kim Kardashian is influential among the leisure class culture. Those operating in a leisure class are often more consuming, parasitic class, represented by idle elite engaged in continuous public demonstration of their status. A direct contrast to progressive luxury consumers not consumed with flaunting status.


What’s at stake for the Lincoln brand and getting their luxury PR target audience right? Well, the target market is the progressive luxury consumers, which is said to make up nearly 1 in 4 buyers of luxury vehicles in the U.S. The group is defined by buying for themselves instead of flaunting the car’s logo as a status symbol.

Farley says the value of buying an ad these days is introducing it before the game and getting buzz after it. Combined with a new car and different welcoming strategies (such as the opportunity for a prospective buyer to give the car a spin for a weekend), Lincoln hopes it can make a comeback and be top of mind just like its namesake.

It will be essential for the Lincoln brand to engage their desired target audience and sometimes a celebrity  curator may not have the best influence Klout to reach progressive luxury consumers. Which is why developing a strategic plan and approach to target a desired audience is the best way to engage for luxury PR.

 MosnarCommunications.com is available for luxury PR consulting and brand awareness offerings. For a confidential luxury brand review please contact Ann@mosnarcommunications.com .

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