“What appeals to me about this new series of ads is that while the overall Lincoln message remains consistent, the way it is delivered continues to evolve. It’s exciting to have the freedom to explore and create new narratives.”
~ Matthew McConaughey

Collaboration Between McConaughey and Lincoln
Evolves in Spots for All-New Lincoln MKX

McConaughey’s collaboration with Lincoln began last year with a series of well-received spots introducing the all-new Lincoln MKC small utility, followed by spots for the Lincoln MKZ and Lincoln MKZ Hybrid.

“We’ve evolved this new campaign for the Lincoln MKX to include a story arc that unfolds over the course of three television spots,” said John Emmert, Group Marketing Manager, Lincoln. “If the audience wants to learn more, they can visit Lincoln.com to access further content that tells the story in more detail.”

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Winning Hand

Winning Hand

All-new Lincoln MKX, representing the latest chapter for the brand, featured in new television advertisements with Matthew McConaughey.

The theme “The Feeling Stays With You” unites a series of spots crafted by acclaimed director Gus Van Sant. A key element of these new ads is the introduction of various characters who add depth to the stories through their interaction with McConaughey. On the Lincoln home page, the audience can explore some of the other characters’ background to start to piece together the whole story about the evening and learn more about the entirely new Lincoln MKX.

“The natural, collaborative storytelling process between Matthew McConaughey and Gus Van Sant shines through,” said Jon Pearce, Global Chief Creative Officer of Hudson Rouge. “Just as Matthew discovers in these spots, the all-new Lincoln MKX creates a feeling that sets the tone for a whole range of possibilities.”


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