Something About Space and Cars and Advertising or Something

American luxury brand Lincoln has for many years been considered to be sub-par in term of what a luxury vehicle should be. However, its recent advertisements have helped to transform what the brand means.

This ad is powerful as it speaks to the modern luxury consumer quite effectively. It showcases the Lincoln vehicle as a sophisticated “spaceship” full of refinement and technology. The song in the background, Major Tom by Shiny Toy Guns, with its modern, spacey sounds, contributes effectively to the atmosphere presented in the thirty-second spot. The ad is especially powerful in that it gives a struggling brand an edgy new look. The flying lights are reminiscent of a young, hip, downtown scene, a demographic that Lincoln is clearly trying to attract now.

The advertising appeal of escape is often used to convey that the product will remove one from their otherwise dull and boring life. The appeal works by having the advertisement create an atmosphere that is inviting and, simply, better. In order to do this, the ad must have a target consumer, as every viewer’s desired escape will be different. Once this consumer demographic is decided, the ad must then effectively show a world that speaks to the human desire for self-improvement.

The Lincoln ad exemplifies the appeal of escape by creating the metaphor that the Lincoln MKZ is a spaceship ready to elevate one’s driving experience. The ad gives the impression that this Lincoln will be an escape from the mundane, everyday driving experience. This can be seen in the futuristic, otherworldly space in which this vehicle in the ad occupies. In addition, the lights flying all over the car adds to the futuristic escape that this car will bring. 3-2-1 Liftoff… escape from reality and into your nearest Lincoln dealer.


Space Car.