An example is the Lincoln-Mercury division plan to introduce its redesigned Lincoln Continental luxury sedan on the Super Bowl.
It's part of an estimated $35 million Continental ad push that comes on the heels of the division's biggest ad launch ever, an estimated $45 million campaign that began in September to bring out the Mystique midsize sedan. Altogether, Lincoln-Mercury's 1995 model year ad budget will be up 10% to an estimated $220 million.
The effort to distinguish brands will become even clearer when Ford brings out updated versions of its popular Ford Taurus and Mercury Sable midsize sedans next year.
"You'll see a Ford and Mercury that in prior times would have been very recognizable as sisters or brothers but which will be unrecognizable as relations," said Alex Trotman, chairman-CEO.
The Continental ad effort, from Lincoln-Mercury agency Young & Rubicam, Detroit, will use the theme "the perfect balance of luxury and technology."
One new spot, to be used as a pre-Super Bowl teaser, will show the car dropping from a platform to balance on a pinnacle.