Video: New Lincoln Commercial Skips A Few Decades

Ford knows that it has a lot of work to do if its plans for a revived Lincoln luxury brand are to ever take shape. The fact that Ford almost cut Lincoln along with Mercury a few years ago should explain just what dire straits the Lincoln brand is in. But Ford is hoping for a second chance with its old luxury marque, and the Blue Oval hopes to draw on that nostalgia to promote a new line of luxury Lincolns.

Unfortunately for Lincoln, we think the first commercial for the 2013 MKS sedan falls flat, and for more than one reason.

First off, a montage of classic Lincolns that most people couldn’t name won’t do much to revive nostalgia for the flagging luxury brand. Sure, cars like the big 60’s continental or the classic styling of the original Zephyr are bound to appeal to some people. Ultimately though, Lincoln has only survived thus far leaving on what meager remnants of nostalgia remain. If Lincoln is to survive, it has to attact new blood.

Which is why we are baffled as to Lincoln’s complete lack of reference to any cars made in the last three decades in this new commercial. The last car before the new 2013 Lincoln MKS is a 1976 Lincoln Landyacht…not exactly an inspiring transition if you ask us. What about the late-80’s Lincoln Mark VII LSC, which was power, luxury, and performance epitomized? Many a Millennial has taken a ride in the plush back seat of Grandpa’s 90’s Lincoln Town Car. Hell, even the Lincoln Mark LT was something different, if not much of an Escalade competitor.

This commercial seems to have missed the boat…but what do you think?