The Lincoln Motor Company is rolling out an entirely new product portfolio. Its newest CUV (Crossover Utility Vehicle) is the Lincoln Aviator, three-row luxury model. As with past Lincoln advertisements, the newest promotional spot features actor Matthew McConaughey.
The soft-spoken star of the hit HBO series True Detective and movies such as Dallas Buyers Club brings his charisma to the spot called ‘Fresh Take on Movement.’ The general idea of the spot is that there is no one definition of "Performance." Lincoln wants to portray its line of products in a certain way. Sanctuary and Glide are two words that the new Lincoln product line are inspired by. The idea of Glide is that performance can be satisfying without being juvenile. Some crossover utility vehicles such as the Jeep Cherokee Trackhawk now have performance numbers with zero to sixty times under 3 seconds. The Tesla Model X Minivan/crossover has an even quicker time. Lincon realizes that participating in the arms race won't win it races at imaginary dragstrips. However, standing out from the crowd may well allow this challenger brand to score some wins on the showroom floor.
The spot features an original score performed by the Detroit Symphony Orchestra (who also recorded some of the vehicle chimes). Lincoln says it uses vivid color and surreal imagery to pique the interest of viewers, underscoring the company's definition of effortless performance.
The piece was directed by Johan Renck, the award-winning Swedish director known in America for AMC's Breaking Bad and The Walking Dead, and the recent HBO multi-nominated mini-series “Chernobyl.” The spot was produced by Hudson Rouge.
Have you previously remembered seeing a Lincoln advertisement with this actor? If so, what was your reaction? Tell us in the comments below.
In addition to covering green vehicle topics, John Goreham covers safety, technology, and new vehicle news at Torque News. You can follow John on Twitter at @johngoreham.