Lincoln hopes 2015 MKC ad campaign to create nationwide buzz

Article by Christian Andrei, on September 8, 2014

Lincoln has launched an ad campaign for the 2015 Lincoln MKC on the three biggest college football games in the United States and the opening weekend of the National Football League. The campaign, which will end in April 2015, is hoping to get the same noise that an advertisement on the Super Bowl could get, according to Andrew Frick, Lincoln general marketing manager.

He said Lincoln expects 300 million broadcast TV views through the launch weekend. The campaign – dubbed as “Live in Your Moment” -- features Matthew McConaughey driving an MKC in a series of five slow-paced spots. It introduces Lincoln’s offering in the luxury compact crossover segment.

The spots feature McConaughey in different scenarios as he reflects behind the wheel of an MKC. McConaughey – using a Texas drawl -- then invites the audience to experience the MKC in a series of mini-stories.

According to Jon Pearce, creative director for Lincoln’s ad agency Hudson Rouge, they chose Texas since Lincoln wanted to feature McConaughey actor in authentic settings in his home city, Austin, and on the empty roads of western Texas near Marfa.

Pearce said Lincoln’s spot feature a tone that is a slower and quieter than in other commercials. He remarked that each spot “plays a distinct role.” One of the spots -- “I Just Liked It”—has McConaughey saying, “I’ve been driving a Lincoln since long before somebody paid me to drive it.”

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