Lincoln is at it again, airing new spots with Matthew McConaughey. Yea, those spots. Similar in style and tone to original Lincoln MKC ads from this summer, the new campaign will focus on the MKZ, the midsize sedan that has been Lincoln’s most popular vehicle since its debut two years ago.
“The overwhelming response to the MKC campaign sparked truly great awareness for Lincoln,” said Lincoln Group Marketing Manager Andrew Frick. “Matthew’s natural storytelling ability perfectly complements the Lincoln story as we continue to raise awareness and drive conversation in creative and unexpected ways. Including Lincoln MKZ is a natural progression in our collaborative process, and we look forward to continuing the momentum with this campaign to share our brand with a wider audience.”
The two spots were filmed over two days in Los Angeles by Director Nicolas Winding Refn, the same gentleman who headed the previous campaign. The first is called Diner and the second is Balance.
In “Diner,” McConaughey and Refn use a small neighborhood restaurant in the East LA Silver locale of Lake (sometimes considered “West Williamsburg” by the hip) to create a “dramatic narrative” for the Lincoln MKZ that emphasizes its sleek exterior, open interior, push-button start, driver connectivity, and available retractable panoramic roof. Watch Diner here.
In “Balance,” McConaughey is in Griffith Park with the LA skyline in the background, all the while pondering the MKZ Hybrid’s “beautiful design and fuel efficiency.” Juxtaposed urban and rural imagery emphasizes the idea that a luxury car does not have to be a compromise between style and environmental responsibility. Watch Balance here.
“If I can be authentic, and the spots are authentic, then we are sending the same message,” McConaughey said. “And I think we’re doing that in this series of Lincoln ads.”
Produced by ad agency Hudson Rouge, these ads will begin airing in the United States and Canada starting on New Year’s Day college football bowl games.