Matthew McConaughey has reinvented himself as an actor over the past several years. The next step in that evolution? A string of 2015 Lincoln MKC ads, apparently.
The series of five ads — three of which are already live — will be distributed by broadcast, digital, and social channels. They are directed (interestingly) by Nicolas Winding Refn, the Danish film maker who brought us Drive(2011) with Ryan Gosling.
Part of Lincoln’s new “Live In Your Moment” campaign, the spots are the first to focus on the 2015 MKC. Moody, atmospheric, and meditative, these clips are meant to illustrate the relaxing and contemplative experience that is essential to the 2015 Lincoln MKC — like gliding in a sensory-deprivation-tank gently through a Windows screensaver.
It’s a brilliantly effective series of spots, sustained by Mr. McConaughey’s very candid, conversational delivery of his stream-of-consciousness monologue. The commercials succeed entirely in conveying the sense of peace, centeredness, and reflection that is so integral to why we humans love going for a leisure drive in the first place. While maybe not “fun,” the luxury crossover is nonetheless depicted as it should be: tranquil, and pleasurable.
You can watch the first ad in the series here: