MICHIGAN
Adweek
February 01, 2005
By Kevin Ransom
DEARBORN, MICH. Ford Motor Co.'s Lincoln division will run its first Super Bowl ad in more than 10 years during the Feb. 6 broadcast of this year's game. The 30-second spot is part of an integrated marketing campaign for the 2006 Lincoln Mark LT luxury pick-up truck, the company said.
The spot, "Charity," shows a minister who discovers an unusual tithe in the collection plate—the keys to a new Lincoln Mark LT. He then checks out the vehicle in the church parking lot, falls in love with it, then comes back to earth when the owner of the truck indicates his daughter mistakenly tossed his keys into the plate. The spot ends with the minister putting the letters "LT" on the church marquee to spell out next week's sermon topic: "LUST."