Lincoln MKX “HOMETOWN” (:60)

Before I even begin to discuss this new spot from Ford’s long-time luxury division, Lincoln, let me say that I am all for having corporations and brands create positive images for themselves while making the world and communities better. And, I think this was the impetus for this idea… the execution of which, I’m sorry to report, fell far short.

This :60 spot for Lincoln’s luxury crossover SUV (called the MKX), “HOMETOWN”, puts jazz musician, Harry Connick, Jr. behind the wheel of a Lincoln MKX. He is driving through his hometown of New Orleans reflecting about its devastation from Hurricane Katrina — while driving a $40,000+ automobile! Okay, maybe he is bringing building supplies to the needy neighborhoods, maybe he is donating the vehicle to a needy family or church group helping those displaced, maybe he will announce some great new campaign financed by Lincoln to help build up his hometown… nah!

He is meeting his friends and delivering a couple of buckets of crawfish! As he ruminates on the hope that “good times” can roll again in New Orleans, the announcer claims that this new 2008 Lincoln MKX is, “Designed to inspire, ready to uplift.” What? Did I miss something? Is the car, brand, or corporation doing ANYTHING to inspire and uplift the people and community of New Orleans?

And, why would I run out and buy this luxury crossover SUV over a Lexus RS 350 or Acura MDX? I don’t know… but, then again, maybe I missed something.

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