DEARBORN, Mich. – The Lincoln Motor Company introduces the first-ever Lincoln MKC ad campaign today featuring actor Matthew McConaughey. The Academy Award™ winner’s collaboration with Lincoln was announced last month. Three of the five ads, directed by Nicolas Winding Refn, debut on digital channels today, and two will be broadcast on TV beginning September 6.
The MKC spots are part of Lincoln’s “Live in Your Moment” campaign. Viewers will witness McConaughey driving a Lincoln MKC, a vehicle with power and interior quietness that creates a special driving environment in which individuals can savor, reflect and organize their thoughts.
McConaughey captures the essence of ”Live in Your Moment” in an authentic conversational manner, with most of the ads following his internal dialogue as he navigates the open road, enjoying his time behind the wheel of the MKC.
Each spot features a unique aspect of the story, exploring Lincoln MKC’s sleek and athletic design, meticulously crafted interior, powerful EcoBoost® turbocharged engine and assortment of intuitive, high-tech features.
“I am impressed with how the MKC handles on the open road,” McConaughey said. “There is an authenticity about this car, and it’s reflected in this campaign. It’s easy to shut out the rest of the world, and Nicolas does a remarkable job of portraying that in these spots.”
Filming took place over a one-week period in Texas, where Lincoln and their advertising agency, Hudson Rouge, McConaughey and Refn worked together to bring the campaign to life.
In the first spot, McConaughey sets the context of the “Live in Your Moment” theme. Subsequent commercials show the actor speaking naturally about his affinity for Lincoln vehicles and sharing insights on the small premium utility’s craftsmanship.
For Lincoln, the decision to team with McConaughey was about more than putting star power behind the newest vehicle in its lineup. It was about putting the right talent in place to tell stories with an emotional appeal that is unique to Lincoln.
“In these commercials, Matthew is helping us introduce Lincoln’s next chapter of luxury with MKC,” said Matt VanDyke, director, global Lincoln. “The Lincoln MKC is extremely important for our brand. It’s our first-ever small premium utility vehicle and enters the fastest-growing segment.
“This campaign is designed to create awareness and drive conversation in a creative and surprising way that will emotionally appeal to customers. The results are a great showcase of the MKC design, craftsmanship and driving dynamics, with Matthew engaging the viewer through his dialogue.”
The ads will be distributed on broadcast, digital and social channels in the United States and Canada. The first three ads are available to view on the Lincoln YouTube channel. Click on these links for ‘Intro’, ‘I Just Liked It’ and ‘Bull’.
For additional information about Lincoln’s collaboration with McConaughey, visit Now.Lincoln.com.