Lincoln Navigator

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Lincoln Navigator

• Ben Antons

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• Original Ad

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Original Ad

• Sell on tough image
• Give as little facts about SUV as possible
• What information is provided is in small print

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Point of Jamming

• Tell more about the SUV, not just a tough image
• Use imagery to imply the SUV does not get good
  gas mileage.

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• Jammed Ad

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After Jamming

• SUV sits on top of gas cans
• Changes the name from Navigator, to a reference
  about the gas mileage
• Changes the Kick derriere