Salma Hayek Stars In Lincoln Hispanic Campaign.

Lincoln unveiled its new Hispanic ad campaign for the Lincoln Navigator and Lincoln LS, featuring Latin acting sensation, Salma Hayek, Lincoln’s new Hispanic spokesperson. The targeted campaign will include the release of new Spanish television spots and print ads featuring Hayek. The TV spots began airing January 23, 2002.

“In an effort to expand the Lincoln brand message to the Hispanic market, Lincoln is thrilled to be working with Salma Hayek on our new Hispanic advertising campaign,” said Ann Kalass, Lincoln Mercury marketing communications manager. “Hayek exemplifies the Lincoln image of elegance, luxury and style and her popularity and commitment to the Hispanic community are what Lincoln was looking for in a spokesperson.”

The first two 30-second spots began airing on January 23 in key markets including Los Angeles, Miami and New York. The spots will run on major networks and cable stations including Telemundo and Univision. The Bravo Group, a fully integrated Hispanic marketing and communications agency, part of Young & Rubicam Advertising, created the two ads.

The first new spot, “Stunt,” focuses on the world-class performance of the 2002 Lincoln LS. The ad begins with Hayek glancing in her rear view mirror as a car chases furiously behind her. With a quick shift of the gears and a smooth turn of the wheel, a smiling Hayek easily steers the Lincoln LS into high-speed stunt maneuvers to finish a perfect take right in front of an elated movie director.

The second spot, “Entourage,” features the 2002 Navigator, Lincoln’s luxury SUV that boasts seating capacity for up to seven adults. The commercial opens with Hayek’s professional entourage conducting business while riding in the Navigator. It’s revealed that the people managing her image, finances, wardrobe and schedule can do so comfortably inside the Navigator, but only one person gets to drive and that is Hayek.

“With a purchasing power estimated at $428 billion, Hispanics are increasingly influencing market trends and Lincoln is determined to reach this important group, ” said Nicole Conniff, Lincoln Mercury multicultural marketing manager. “Hayek’s stylish image and strong commitment to her heritage represents the evolving nature of Lincoln vehicles and the
company’s commitment to the Hispanic community.”