n the bright spotlight of New Year’s Day college football bowl games, The Lincoln Motor Company will launch its newest ad campaign promoting the 2015 Lincoln MKZ and Lincoln MKZ Hybrid and featuring Matthew McConaughey.
Filmed in a style and tone consistent with last summer’s much-talked-about “Live in Your Moment” ads for the first-ever Lincoln MKC, the new campaign brings the attention back to the premium midsize sedan that has been Lincoln’s best-selling vehicle since arriving in showrooms two years ago.
“The overwhelming response to the MKC campaign sparked truly great awareness for Lincoln,” said Andrew Frick, Group Marketing Manager Lincoln. “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 spots were filmed over two days in Los Angeles. Director Nicolas Winding Refn, who helmed the “Live in Your Moment” campaign, along with representatives from Lincoln and ad agency Hudson Rouge collaborated to create the ads that will air in the United States and Canada.
In the spot “Diner,” McConaughey and Refn use a small neighborhood restaurant in Silver Lake to create a dramatic narrative highlighting features of Lincoln MKZ. The ad emphasizes the car’s sleek exterior, open interior, push-button start, MyLincoln Touch driver connectivity system and available retractable panoramic roof.
In the ad “Balance,” McConaughey is seen in Griffith Park in front of the L.A. skyline while pondering the MKZ Hybrid’s balance of beautiful design and fuel efficiency. Urban and rural imagery, nicely juxtaposed, underscores the idea that luxury car buyers need not compromise on style to be environmentally responsible.
“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.”
The campaign signals the next chapter in the multiyear collaboration between Lincoln and McConaughey. The ads build on the success of Lincoln MKZ and Lincoln MKZ Hybrid, which have been the best-selling vehicles in the luxury automaker’s lineup. Retail sales for MKZ have increased year-over-year since 2009, and sales figures through November of this year are on pace to continue that trend.