Lincoln is making the decisive commitment that it wants to improve its brand perception going forward. It can't be cheap to hire A-list talent like Academy Award-winning actor Matthew McConaughey and director Nicolas Winding Refn, best known for Drive, for its new ad campaign for the 2015 MKC crossover, but the company is showing that it's serious about the new vehicle and its future. The first three of these five commercials are just hitting YouTube, and they begin airing on television on September 6.
The Live in Your Moment campaign is all about Lincoln trying to sell not just the MKC to customers but also explain the brand's philosophy. It's one of the oldest luxury automakers around, but hasn't exactly had a glorious history, especially recently. Based on these first ads, we can see that there's a definite focus on philosophizing rather than focusing on the crossover. At times, McConaughey seems just a mustache and a mangled beer can away from reprising his role from True Detective.

The first ad (above) is simply titled Intro and sets the mood and concept for the whole campaign. Bull has McConaughey talking to a longhorn in the middle of a road, and I Just Like It has him explaining his affinity for the brand. Lincoln's full release is available below, and you can view the other ads by flipping through the playlist in the video player above.

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LINCOLN LAUNCHES CAMPAIGN FOR FIRST-EVER MKC WITH ADS FEATURING MATTHEW MCCONAUGHEY

The Lincoln Motor Company introduces "Live in Your Moment" campaign for Lincoln MKC featuring Academy Award™ winner Matthew McConaughey

Lincoln MKC offers athletic design, engaging driving dynamics and an elegant, quiet interior to create an environment where drivers can reflect, organize their thoughts and "live in the moment"

Lincoln collaborated with McConaughey in the creation of five authentic story-telling ads, the first of which appear online today and on TV beginning Sept. 6


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 Sept. 6.

The MKC spots are part of Lincoln's "Live in Your Moment" campaign. Viewers will witness McConaughey driving 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 turbocharged EcoBoost® engine and assortment of intuitive, high-tech features.

"I am impressed with how the MKC handles on the open road," said McConaughey. "There is an authenticity about this vehicle, 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 its advertising agency, Hudson Rouge, McConaughey and Refn worked together to bring the campaign to life.

In the first spot, McConaughey sets the context for "Live in Your Moment". 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. "Lincoln MKC is extremely important for our brand. It's our first-ever small premium utility vehicle and Lincoln's initial entry into the fastest-growing automotive segment.

"This campaign is designed to raise awareness and drive conversation in a creative and surprising way that will appeal emotionally to customers," added VanDyke. "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 now on the Lincoln YouTube channel using these links 'Intro', 'I Just Liked It' and 'Bull'.

For additional information about Lincoln's collaboration with McConaughey, visit Now.Lincoln.com.

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