Lincoln Wants to Torch the Airport Limo

Last summer, as Ford Motor’s marketing team confronted the daunting challenge of trying to make its fusty old Lincoln luxury line hip again, their New York ad agency came up with what seemed like a dream solution: Film a youngish, A-list actor like Leonardo DiCaprio behind the wheel of the brand’s sleek new MKZ model, but don’t let viewers see his face. The star’s familiar voice would tell what seemed like a personal tale. “You’ve seen me in movies. I’ve met presidents.” At the end of the commercial, though, the actor would walk away without ever being revealed, while the camera would spin to show the car and an announcer intones: “Introducing the Lincoln Motor Company.” Ford staffers loved it.