Lincoln has announced a multi-year collaboration with Academy award winning actor Matthew McConaughey, who will act as a storyteller in a series of upcoming TV and digital campaigns promoting the new 2015 MKC.
"Authenticity is a word that kept coming up in our initial meetings. It was clear from the start they appreciated me as an individual first and foremost, and I would be able to be myself in this collaboration," said McConaughey, a longtime admirer of Lincoln. "Lincoln is an iconic, American brand and I like where they are heading with their transformation. I had the chance to drive the new MKC around Texas and I think they’re doing a good job."
In a nod to McConaughey’s storytelling talents, Lincoln and director Nicolas Winding Refn created a storyline for him around the MKC. In the spots, McConaughey invites viewers to experience the vehicle through unscripted moments in the commercial.
"Matthew is a natural fit with Lincoln and where we are going as a brand," said Matt VanDyke, director, global Lincoln. "The transformation of Lincoln is well underway. With the MKC coming to market in a hot, competitive segment, now is the perfect opportunity to share to a wider audience what our brand offers. Matthew is the ideal personality to help us tell this story, and it is only the beginning of what we trust will be a fantastic relationship."
Lincoln started a new journey in 2012, re-launching the brand and outlining a plan to introduce four all-new products in four years. Following the all-new MKZ midsize sedan is the MKC, a performance-minded, luxuriously crafted and technologically savvy vehicle. This small utility vehicle is a new addition for the brand; a brand focused on quality, compelling design and personal service.
