Lincoln is launching its new ad campaign with actor Matthew McConaughey starting today online, followed by national television spots this weekend.
The new campaign, which was announced last month, centers around McConaughey and the Lincoln MKC compact utility/crossover. It will launch with three ads today online, followed by two national TV spots during the weekend.
The McConaughey-MKC spots kick off Lincoln’s “Live in Your Moment” campaign — the next step in the brand’s reinvention.
“In these commercials, Matthew is helping us introduce Lincoln’s next chapter of
luxury with MKC,” said Matt VanDyke, director, global Lincoln. “Lincoln MKC is
extremely important for our brand”
Instead of McConaughey touting different aspects of the all-new vehicle, the campaign features unscripted moments with McConaughey as a storyteller — from talking to a bull to driving the vehicle. Officials described the campaign, , directed by Danish film director Nicolas Winding Refn, as “authentic.”
“When Lincoln came to me with the idea of the campaign, I liked what the message was about,” McConaughey said in a behind the scenes video of the filming (embedded above). “Authentic is a word that kept coming up. I like the history, I like that it’s American-made.”
Filming took place over a one-week period in Texas, where Lincoln and its advertising agency, Hudson Rouge, McConaughey and Refn worked together to bring the campaign to life.
The ads will air on broadcast, digital and social channels in the U.S. and Canada. The first three ads – “Intro” (left), “I Just Liked It” and “Bull” – are available now on the Lincoln YouTube channel.
McConaughey is the most-recent celebrity to represent Lincoln or be featured in an campaign. Others have included Hall of Fame Dallas Cowboys running back Emmitt Smith, “Tonight Show” host Jimmy Fallon and “Mad Men” actor John Slattery.
via M Live