DEARBORN, Mich. -

With Mercury set to be phased out, Ford will soon have just one premium brand standing: Lincoln. The automaker appears to be getting a jump on this, as it is ramping up marketing efforts for Lincoln with a new ad campaign that rolls out Saturday and includes both TV and print elements.

Officials say the “Smarter Than Luxury” campaign is designed to demonstrate that Lincoln models offer “more than just luxury,” showcasing the increased product and technology available in the brand’s lineup.

Interestingly enough, to convey this message in the TV commercials, Lincoln is turning to someone whose TV character is no stranger to the advertising world: John Slattery, who plays advertising agency executive Roger Sterling on AMC’s popular show Mad Men.

Slattery and Lincoln’s new 2011 MKX and MKZ Hybrid will be featured in the spots. The premiere of these commercials will be during NBC’s coverage of the Ryder Cup golf tournament on Saturday.

“This campaign shows that Lincoln offers a heightened sense of style, craftsmanship and technology and we’re showing that off in a new way for this brand,” said Matt VanDyke, Ford director of U.S. marketing communications. “We’re going to challenge people’s perceptions of luxury and show that we deliver more technology and luxury for an unexpected amount of content for the price.”

The ads run 30 seconds and will flash back-and-forth from Slattery to the vehicles. They are designed to “give viewers ad knowing perspective of the vehicle.” The commercials feature Slattery walking around the models, driving them and interacting with the vehicles. His voice-over is played throughout.

“We chose John for his authentic, real-world appeal,” said Connie Fontaine, Lincoln communications manager. “He was the ideal choice to credibly talk to consumers about the appeal for the newest Lincoln vehicles.”

There will be an ad that explains how the MKZ Hybrid came to be, in addition to ads that spotlight the various technologies amenities available. One of those is the standard MyLincoln Touch connectivity feature in the MKX.

As far as the print ads, which feature the same models, Lincoln hopes for these to “create a sense of curiosity” for the new products.

Included in these ads are lines like “Not born yesterday” and “Nobody’s fool.” One of the elements to the prints ads will be an effort to get consumers to adjust their perception of the brand. It directs them to www.lincoln.com, which will be stocked with video that Lincoln is using to explain how it believes it is different from its competitors when it comes to technology and luxury.

“This is a nod to the new way we’re going to market with Lincoln,” Fontaine shared. “We will focus on getting customers behind the wheel to experience the brand, and this campaign is just the beginning.”

Lincoln’s Future

Moving along, officials also talked about what Lincoln has in the pipeline.

They indicated that there is seven vehicles that are either all new or have seen major revamping set to launch within four years under its “aggressive growth plan.” In the plan, Lincoln is aiming for “standout product, class-leading technology and new powertrains.”

Lincoln said it will kick product development and marketing, sales and service teams up a notch

Among the various plans Lincoln has, the brand intends to roll out its debut small luxury model for the C-segment and launch new powertrains that will only be included in its vehicles. For instance, Lincoln plans to launch a new V6 engine and advanced fuel-efficient transmissions.

Lincoln also plans to make allow for EcoBoost engines to be included in all models in its lineup. Moreover, the brand also plans to head the pack when it comes to fuel efficiency as it rolls out new models.

Finally, Lincoln hopes to boast technology and features that eclipse its rivals. It plans for these amenities to specifically boost convenience and make models more comfortable.

Among the new features Lincoln is planning are the following, as listed by Lincoln: fully retractable glass roofs; adaptive, computer-controlled suspensions; electronic, push-button gear selectors; active noise control; and exclusive MyLincoln Touch driver connect technology

“Lincoln hallmarks will be refined and modern design, the most fuel-efficient premium powertrains and industry-leading technology that create a unique driver experience both in the cabin and on the road,” officials stated.