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.”
Lincoln’s design team was tasked to create a vehicle that competitively stands out from the rest while further refining the Lincoln design DNA that made its debut on the 2013 MKZ. The new MKC is injected with the Lincoln DNA, as evident in details like the signature split-wing grille and hands-free wraparound liftgate.
Max Wolff, director of Lincoln Design, remarked that the design toiled hard to create a new vehicle that doesn’t only attract new customers to the brand, but meets the expectations of long-time Lincoln drivers. He noted that the execution of the new liftgate on the new MKC serves as an example of how a premium design element could result to a better customer experience.
The new Lincoln MKC is provided with a sleek, sculpted body as well as a high beltline and low shoulders. Furthermore, the new MKC boasts of a luxurious, sophisticated character as made viable by certain elements like soft exterior lighting and pedestal side-view mirrors, as well as an available panoramic all-glass Vista Roof.
Inside, the new Lincoln MKC combines craftsmanship and high-tech to deliver a warm yet luxurious cabin. It features a distinct instrument panel with Lincoln's signature push-button gear shifter. The interior elegance of the new MKC is accentuated by details like plush leathers with French stitching as well as available Bridge of Weir leather and real wood trim.