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September 04, 2014

Lincoln Wants You to Live #InTheMoment with Matthew McConaughey

Lincoln-Launches-MKC-Campaign-Featuring-Matthew-McConaughey-3sAnd who wouldn’t? Lincoln says the Academy Award™ winning McConaughey captures the essence of their new "Live in Your Moment” advertising campaign. He’s great to look at, and his soothing voice provides relaxing narration as he navigates the open road, enjoying his time behind the wheel of Lincoln’s luxurious new MKC crossover.

Lincoln says its campaign showcases the new MKC’s athletic design, engaging driving dynamics, and an elegant, quiet interior while McConaughey showcases a sumptuous environment where drivers can reflect, organize their thoughts, and “live in the moment.”

Lincoln-Launches-MKC-Campaign-Featuring-Matthew-McConaughey-1sFor Lincoln, the decision to team with McConaughey was about more than putting star power behind the newest vehicle in its lineup. It was about putting the right talent in place to tell stories with an emotional appeal that is unique to Lincoln.

“In these commercials, Matthew is helping us introduce Lincoln’s next chapter of luxury with MKC,” said Matt VanDyke, director, global Lincoln. “Lincoln MKC is extremely important for our brand. It’s our first-ever small premium utility vehicle and Lincoln’s initial entry into the fastest-growing automotive segment."

Three of the five ads, directed by Nicolas Winding Refn, debut on digital channels today, and two will be broadcast on TV beginning September 6. Each spot features a unique aspect of the story, exploring Lincoln MKC’s sleek and athletic design, meticulously crafted interior, powerful turbocharged EcoBoost engine and assortment of intuitive, high-tech features.

In the first spot (watch it below), McConaughey sets the context for the “Live in Your Moment” campaign. Subsequent commercials show the actor musing about his affinity for Lincoln vehicles and sharing insights on the small premium utility’s craftsmanship.

Lincoln-Launches-MKC-Campaign-Featuring-Matthew-McConaughey-4sFilming took place over a one-week period in Texas, where Lincoln worked together with its advertising agency, Hudson Rouge, McConaughey, and Refn to bring the campaign to life.

“This campaign is designed to raise awareness and drive conversation in a creative and surprising way that will appeal emotionally to customers,“ added VanDyke. “The results are a great showcase of the MKC design, craftsmanship and driving dynamics, with Matthew engaging the viewer through his dialogue.”

The first three ads are available to view now on the Lincoln YouTube channel at these links ‘Intro’, ‘I Just Liked It,’ and ‘Bull,’ or you can watch “Intro” below. For additional information about Lincoln’s collaboration with McConaughey, visit

Ladies: What kind of moment are you imagining in the MKC with McConaughey?




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