With Matthew McConaughey, of course.
When Lincoln first showed off the 2020 Aviator we had just one question - how long would it be until we saw Matthew McConaughey behind the wheel? Ok, so that wasn't exactly our first question but it hasn't taken long for Lincoln to give us an answer. The American luxury automaker has just released its new "Fresh Take" campaign for the new Aviator, which of course includes actor and spokesperson Matthew McConaughey.
"The name [of the campaign] refers to our fresh take on movement and highlights how different we are from our competitors," says Eric Peterson, Lincoln marketing communications manager. "We don't focus on such aggressive, over-the-top performance. When you're in a Lincoln Aviator, we want the whole experience to simply make you feel better."
The new Aviator, especially in hybrid Grand Touring guise, features a ton of power courtesy of its 3.0-liter twin-turbocharged V6 engine producing 494 horsepower and 630 lb-ft of torque. Those numbers seem savage on paper but the Aviator delivers it effortlessly and in near-silence. Accompanying Mr. McConaughey is an original score performed by the Detroit Symphony Orchestra, who also helped design the classy warning chimes in the Aviator.
The commercial shows an Aviator driving through a cloud of pink and blue smoke. McConaughey says, "Performance comes in lots of flavors," alluding to the brash, overly aggressive competitors from other luxury automakers. "Then there's performance that just leaves you feeling better as a result. That's the kind Lincoln's about," he continues.
It is nowhere near the strangest commercial we've seen from McConaughey, who has generated endless memes and parodies since becoming Lincoln's spokesperson. McConaughey can be a bit strange in the ads, but they have helped Lincoln boost sales tremendously. The "Fresh Take" campaign will launch on multiple channels with digital-first Twitter and YouTube takeovers and a broadcast debut during the Notre Dame Football game, airing at 2:30 p.m. EDT on NBC.