Ford's Lincoln-Mercury division came to Super Bowl XXVII for one reason: to show off its new luxury Mark VIII.
It skipped the following Super Bowl for lack of anything new. As an executive explained to the Los Angeles Times, upon confirming that Lincoln-Mercury would sit out Super Bowl XXVIII:
"It's not worth all that money if you're not introducing a new product," said Gerry Donnelly, advertising manager for Ford's Lincoln/Mercury division, which advertised a new model on last year's telecast. "There are other ways to spend that kind of money."
As long as Lincoln-Mercury was in the 1993 ad bowl, however, it landed its football-appropriate jokes well, courtesy of the Detroit office of Young & Rubicam.
AGENCY: Young & Rubicam
QUARTER AIRED: Q2