In 1969, Lincoln-Mercury decided to model its commercials after the rugged Old West theme competitors like Dodge and Plymouth were using in advertisements at the same time. Yet, instead of focusing on western towns, Lincoln-Mercury focused on the grandeur of the desert and the pioneering spirit that lead settlers to make their way across the country to build this great nation.
This video features a classic 1969 Mercury Cougar commercial in which Lincoln-Mercury added a modern twist to the Old West theme: A camera zooms across the desert and then focuses on a huge rock sign that literally says, “Lincoln Mercury Leads the Way.” The car manufacturer than showed more of the wild spirit of its Cougar design by presenting a model walking by with a cougar on a leash while the narrator describes all the features of its new 1969 Cougar, including the creation of a Cougar convertible model.