The Car and Truck Fleet and Leasing Management Magazine

Lincoln Delivers Three-Minute Movie Debuting on National Television

June 30, 2008

DEARBORN, MI – Taking a significant leap from the traditional 30- and 60-second broadcast advertising model, luxury automaker Lincoln is delivering a first with the national 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 2009 Lincoln MKS.

The new three-minute spot makes its television debuted during the recent Black Entertainment Television Awards pre-show. The movie is also available online at and

The 30- and 15-second spots are airing 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.

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. 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 features of the new MKS, including the sophisticated technology, dynamic design, and smooth driving experience.

The 30-second Something Warmer spot showcases the craftsmanship of the vehicle’s interior, its materials including genuine wood, metal, and leather; the 30-second Dual-Moon highlights the dual-panel moonroof, SYNC in-car communication and the split grille design; the 30-second IP touts the next-generation voice-activated navigation and Sirius Travel Link. The 15-second MadCrazy features the available 20-inch wheels and luxury touch technology.

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