The sole TV spot, from WPP Group's Y&R Advertising, Irvine, Calif., will continue to air during U.S. Open tennis broadcasts on CBS and the USA Network, and then go into rotation.
Tennis star John McEnroe appears in the humorous commercial. He was also in two other Lincoln spots that broke July 5 during Wimbledon coverage on NBC.
Lincoln will only manufacture some 10,000 Blackwoods annually, so the truck will get limited advertising, said Debra Wahl, marketing communications manager overseeing advertising at the brand. She said the truck provides "a really strong image vehicle for Lincoln."
Lincoln is a sponsor of the U.S. Open. Ms. Wahl said 1,200 visitors daily are having their digital photos taken kissing the Championship Cup at the automaker's on-sight displays at the tennis match at Arthur Ashe Stadium. The brand is also introducing its new line of branded merchandise there. -- Jean Halliday
Copyright August 2001, Crain Communications Inc.