New advertisers are lining up for the upcoming Super Bowl telecast, The Hollywood Reporter said Wednesday.

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The paper said that Lincoln Mercury will debut its first Super Bowl commercial in more than a decade during the Feb. 6 game in Jacksonville, Fla. The move is associated with the automaker's rollout of 11 new products.

A spokesman for Lincoln Mercury said the ad would be "memorable and slightly controversial."

Controversy was a hallmark of the 2004 Super Bowl, when Janet Jackson's exposed breast during the halftime show led to widespread viewer complaints and an FCC decision to fine CBS stations that carried the program.

The Reporter said Lincoln Mercury was one of a handful of new advertisers to announce plans for the 2005 Super Bowl.