Lincoln has inked a multi-year endorsement agreement with Matthew McConaughey. The deal will commence next month with a series of commercial spots promoting the 2015 Lincoln MKC compact luxury crossover. According to Lincoln, McConaughey will have his appearance in TV and digital spots by Danish film director Nicolas Winding Refn.
The spots will feature a plot in which McConaughey invites viewers to experience the compact luxury crossover through “unscripted moments in the commercial.” McConaughey remarked that when Lincoln approached him with the idea and the campaign, he liked “what the message was about.”
He said that ‘Authentic’ was the word that kept coming out. While the luxury carmaker said it would unveil the spots until September, the brand offered some clues by releasing a video clip of McConaughey talking about his passion for driving and his respect for Lincoln and its heritage. “I like the history and that it’s American-made,” McConaughey said the in clip.
The video features shots of the landscape of McConaughey’s native Texas. Matt VanDyke, director of global Lincoln, said in a statement that McConaughey is a natural fit with Lincoln and where it is going as a brand. He added that wit MKC coming in a hot, competitive crossover segment, now represents the perfect opportunity to share with a larger audience what Lincoln can offer – something that McConaughey could help the brand tell.
“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.”