McConaughey ads return with 2015 Lincoln MKZ sedan on the focus

Article by Andrew Christian, on January 5, 2015

Matthew McConaughey is once again the star of a new set of ads for Lincoln. This time around, he is behind the wheel of an MKZ sedan, a shift from the MKC that he rode for the first set of spots. According to Lincoln, the new commercial will bear the same style and tone as the original McConaughey ads, which were able to gain a lot of attention largely because of the parodies by “Saturday Night Live,” Conan O’Brien, Ellen DeGeneres and others.

Andrew Frick, Lincoln’s group marketing manager, said in a statement, remarked that the response to the McConaughey ads “sparked truly great awareness for Lincoln.” He noted that McConaughey’s natural storytelling ability “perfectly complements” the Lincoln story.

The ads also proved a great help for Lincoln’s success so far this year. In the first 11 month of 2014, Lincoln posted a 15-percent surge in sales in the United States. Ford’s luxury brand launched the MKC in the spring and the model became its best-selling nameplate in November.

Dealers were happy too with the McConaughey campaign – dubbed as “Live in Your Moment” -- saying the ads are bringing in new customers and are shattering the luxury brand’s dull image.

The new commercials were still directed by Nicolas Winding Refn and created by ad agency Hudson Rouge. One of the ads -- “Diner” -- is set at a restaurant and shows off a number of MKZ features like the push-button start, retractable panoramic roof and the soon-to-be discontinued MyLincoln Touch driver connectivity system.

Another spot -- “Balance” – shows McConaughey admiring the MKZ Hybrid’s design and fuel efficiency in front of the Los Angeles skyline.

Press Release

Matthew McConaughey Gets Behind Wheel of 2015 Lincoln MKZ in New Ads Airing Jan. 1 - See more at: https://media.lincoln.com/content/lincolnmedia/lna/us/en/news/2014/12/29/matthew-mcconaughey-gets-behind-wheel-of-2015-lincoln-mkz-in-new.html#sthash.MT8YA356.dpuf

In 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.

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