|See the spot Lincoln has withdrawn from the Super Bowl.
LINCOLN RETURNS TO SUPER BOWL AFTER 10 YEARS
Buys Time for New Luxury Truck Commercial
The upscale auto brand was to make a return to the National Football League's big game Feb. 6 with a 30-second commercial for the all-new 2006 Lincoln Mark LT. It has been more than a decade since Lincoln bought ad time during the Super bowl.
But Ford pulled the ad, which was created by WPP Group's Young & Rubicam Brands, Dearborn, Mich., after receiving complaints from an advocacy group, Survivors Network of those Abused by Priests. The group said the commercial, which showed a priest lusting after the Mark LT, was offensive.
Ford in a statement today said, "Lincoln has decided not to run the Lincoln Mark LT ad on the Super Bowl this Sunday. Of course we had no intention of offending anyone -- and we are frankly surprised there is a negative reaction."
The automaker said it will instead run an existing ad for the Mustang convertible, called "Green Light," from WPP's JWT, Detroit. Ford had planned to run a 60-second spot for the convertible during the automaker-sponsored Ford Super Bowl Kickoff pre-game show.
It was not clear how Ford's marketing plans will change for the Mark LT; Super Bowl appearances generate plenty of buzz for marketers, which is why News Corp.'s Fox, which is broadcasting the game, can charge $2.4 million for a 30-second ad.
Lincoln will still have a presence in Jacksonville, Fla., site of the game. the luxury pickup will be on display at the Sports Illustrated Super Swimsuit Party Feb. 5, and the automaker had sponsored a sweepstakes to send two winners to the Super Bowl.