Yes, in 1972, Lincoln did have a thing for shooting their cars against green fields, of one kind or another. The other day, it was a farmer in front of some kind of agricultural crop. Today we have an archer. So where’s the wild boars?
And yes, just like the farmer and his Lincoln, this one is “photoshopped” too (air brush artwork). See the black “halo” around the edges of car and man? And the kind of lens it took to make the Mark IV’s look like that would not have worked with the background. Two very different shots and lenses.
You could land a plane on that hood!
Yes you could land a plane on that enormous hood of those magnificent LAND YACHT! 🏆. If you see my post you’ll see I always have believed BIGGER is BETTER. Once had 78 Town Coupe, and enjoyed every minute of driving it, particularly seeing concerned looks of other drivers afraid I might hit them as I steered that big barge around a corner! No need to worry, but as they say, it takes two hands to handle a WHOPPER. 😉 😃
I have a 1970 Mark III . Very similar !
I wonder if Lincoln’s inspiration for these ads were the “What Kind of Man Reads Playboy” house ads placed in the magazine during that same period of time.
PS I looked at Playboy for the articles and stories.
Soon after, Ahab realized an arrow wouldn’t work and decided to step things up a bit with a harpoon.
As a BIG CAR fan, I disliked the much praised 61 downsized Lincoln Continental. So I really enjoyed watching Lincolns grow slowly in size. 1970s LINCOLNS once again returned to huge OTT excessive luxury. But believe Lincoln shrewdly realized that potential customers had a wide range of interests and used these ads to appeal to all. 😎
I have a soft spot for these vintage out-of-context Lincoln ads. In the early ’70s the cars were photographed on very plush (shag?) carpets. I love the Mark IV. It came standard with such a high level of equipment, including automatic climate control and dual comfort power seats with six-way power for both driver and passenger. Even in its most base form, the Mark IV looked extremely luxurious. The Mark V, in my opinion, didn’t have a luxurious enough interior in base form. The Majestic velour interior option fixed that, albeit at a very high price. Of course, the Diamond Jubilee Edition and Collectors’ Series both had over-the-top luxurious interiors.
Is it me or does the guy look quite young here? Interesting choice for a presumably well-heeled bachelor. Good for him, way more sophisticated than your average Mustang…
Does not look all that young to me. This ad is much more plausible than the recent one in a farm field. Here is a rich guy, not dressed for hunting, going out to practice or play with his bow and arrow.
Lars was over 40, but still quite young for a Lincoln buyer.
His mother knitted the sweater back in Norway from Scottish wool. She never knew he was compensating, but how she longed for grandchildren, even across the sea.
At this point in time, it seemed to be common for auto advertising companies to hire younger models and have them dress more maturely. Often they might have the younger model dye their hair gray, or wear a gray wig in an attempt to portray the kind of youthful, but mature, owner that customers (and potential customers) imagined themselves to be. Both male and female.
A few years later, a fairly young and unknown actor/model named Tom Selleck (approximately 34 years old at the time) appeared in the 1979 Mark V sales brochure, apparently as the kind of person who would own one.
Ahh, yes, this is the country gentleman. Got his Irish cable sweater on, beard and archery bow. Out in the field for some archery practice and took his big Mark.
The entire perspective of the car is aggressive. The depth perspective is exaggerated. I’m wondering if Ford also did ads where the car broke through the fourth wall out of the photo frame.
The model needs to be straddling it from behind and smiling like he’s proud of his enormous Mark. Wasn’t Harry Reams available for the shoot?
If this is his own estate, he wouldn’t need the car to get there. If this is someone else’s farm, he’s trespassing and ruining the grass. In either case, the noise and smell of the car has already dispersed the animals he was hoping to shoot.
Maybe it’s a parcel of land in the country he owns but lives in the city?
Lincoln had this “man and his car ” theme going on for several years. It was supposed to look like the viewer had just walked up and discovered the owner standing by his car. I remember one ad with a bald guy standing next to his Mark III in a desert scene, with rock climbing equipment. I think the thrust of the campaign was to show that Lincoln owners were made up of a wide mix of characters, all living their best lives. Contrast these to the contemporary Cadillac ads that depicted their owners in fancy locations or at upscale garden parties. Like this ad, Cadillac often displayed younger models, usually in their Forties, often with young school age children.
There is a great book ” Boulevard Photographic” that describes how automobile advertising was done. This agency came up with innovative methods of bringing static photos to life. Advertising is important, I would always look at the ads in magazines in anticipation of seeing the actual cars out on the road.
Yeah, that’s a great book on photography. They photographed some beautiful cars in the 1960s and 1970s.
Maybe not rock climbing,but what is the rope for?
In case the car won’t start, it’s so you can tie your ankle to the bumper so you don’t fall in while leaning across the absurdly long stretch of wasted space between it and the actual engine.
Beautiful Mark 4. I love that hood the grill and that gorgous bumper. I own a Mark V. The bumper on mine not so attractive.
I didnt know the photo was airbrushed until someone mentioned it. I have that brochure photo.
Indeed. I had to go through and look at before and after Marks, and this one has the one-year-only front bumper that form-fits around the bottom of the ersatz Rolls-Royce grille. I actually like it and, if I were looking for a collectable Mark (of any Roman number), the 1972 would be my choice.
I remember watching the TV show Cannon. William Conrad played the role of a heavy set detective named Frank Cannon and he drove a Lincoln Continental Mark IV fom 1972 to 1976. The car was discontinued and the TV show went off the air.
When I was young . . .in junior high I liked the ’57 Chevy. I’ve had two. In my twenties I liked the clean look of the Mark III and never lost my appreciation for the “art” in the style. I now have one, unrestored, but almost without fail when I go to town in it I get compliments, thumbs up, or conversations. I wish I could restore it.
I never met an affluent archer in my life. Do they even exist and would Robin Hood then relieve him of his affluence? Archer to archer that is…
There was a time when carjacking was a sport of the privileged and done only as a game at country clubs. Having scored, Nels was photographed with his prize before returning it to his opponent, followed by scotch and cigars for all.
OH – Scotch and Cigars!
Hey JP – ever go to Stanley’s on Washington?
I LOVE THAT PLACE!
Went back and looked closely at the picture. Saw the black “halo” you mentioned.
When I was a kid my aunt and uncle bought a new 72 Marquis hardtop coupe which I thought was beautiful enough but he soon after sold the Marquis and bought a 72 Mark IV exactly like the picture white/white and it was a beauty. Personally my favorite Mark has always been the 69-71 Mark III. I don’t remember a white-on-white Mark III series? Now that woulda been perfect.
Another idiotic ad from the era.
Between its massive size and that perpetually thirsty big block powerplant, I bet it passed everything except gas stations.
Those cars weren’t bad on gas when you got that big thing on the highway it floated. I had a 1974 Mark lV and when I got it on the highway it got 28 miles to a gallon. In the city that’s a different story because it takes a lot to move that Detroit Steel.
Being a big fan of watching Cannon reruns I love this car. Phone? Yes please.
Lincoln mark iv is a great car. I own a 1972 I enjoy the car. I named it rusty joe. I am selling it.
The car used by Frank Cannon. I love watching Cannon.
I have always been a fan of the big Lincolns. I have had several. Truly made in a time where things were built with style. And effortless driving comfort was important. Now. Turds are made.
I recently lost my 76 to a freak interior fire from the door locks. It was 1 of 204 in this color made. I am still bummed!