I really really don’t understand the new Lincoln campaign.Take this print ad.
Why make the point that they’re all different and then show only one car?
Which doesn’t look…that different?
Why isn’t the car red?
What do statistics have to do with anything?
Here’s another ad in the series, with a bunch of chefs:
Do you know who they are?
If you do, this car isn’t for you. In fact, no car is for you.
Because you don’t own a car. You take the Q train to Carroll Gardens to eat at Frankie’s 457 Spuntino (those are the Frankies in question, 2nd row, 2nd from right).
If Lincoln wanted to do this foodie version of Hollywood Squares right for the actual target market, they’d have Paula Deen, not April Bloomfield, and Chef Boyardee instead of Andrew Carmellini. Because here’s what happens when you try to get all hipster with your car advertising:
But wait, you’re thinking. Surely the Lincoln website provides the, er, deeper engagement with redheads and trendy chefs that we’re seeking.
Not so much. In fact, not at all. But the website does take a dialuptastic two and a half minutes to load, which is more than enough time to click over to bmwusa.com.