Matthew McConaughey is a one-of-a-kind personality, and Lincoln didn’t water down any of that for their new advertising campaign called “Live in Your Moment.” The Oscar-winning “Dallas Buyers Club” actor is wonderfully weird as he muses about life, cars and bulls in three new spots for the Lincoln MKC.
“McConaughey captures the essence of ‘Live in Your Moment’ in an authentic conversational manner, with most of the ads following his internal dialogue as he navigates the open road, enjoying his time behind the wheel of the MKC,” the company said in a statement.
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“In these commercials, Matthew is helping us introduce Lincoln’s next chapter of luxury with MKC,” said Matt VanDyke, director, global Lincoln. “This campaign is designed to raise awareness and drive conversation in a creative and surprising way that will appeal emotionally to customers.”
The ads certainly demand attention, with McConaughey traveling alone down empty vistas. Three of the five spots, directed by Nicolas Winding Refn in Texas, are available digitally, with the remaining two slated for television starting Sept. 6.
So far, viewers have been treated to McConaughey talking about his long love of the Lincoln brand, as well as a rambling monologue about “going back to actually move forward.” But the most bizarre highlight of the batch is McConaughey’s face-off with a 1,800-pound bull.
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“1,800 pounds of do whatever the heck I want,” he says of the bull, which he identifies as Cyrus. “I can respect that. Take the long way, huh?” McConaughey then turns the car around and heads back the way he came. “Thank you, Cyrus,” he says.
“There is an authenticity about this vehicle, and it’s reflected in this campaign,” McConaughey said in a statement. “It’s easy to shut out the rest of the world, and Nicolas does a remarkable job of portraying that in these spots.”
See the bull ad above. The remaining two digital spots are below.