Lincoln's strange McConaughey ads continue to intrigue us.
Ever since Lincoln brought on Matthew McConaughey as its spokesperson, the company's sales have gone up. It may not all be attributed to McConaughey but Lincoln keeps putting out these strange commercials to get people talking. Of course, that means it didn't take long before we saw an ad featuring McConaughey driving the all-new 2020 Lincoln Aviator through a cloud of pink and purple smoke.
The Aviator is an important product for Lincoln, which is why the company has already created a second McConaughey advert. Lincoln wants to show the Aviator's winter prowess with features like its heated windshield wipers. To demonstrate how well it works in freezing temperatures, McConaughey takes his Aviator ice fishing.
The advert begins with McConaughey putting on gloves and cranking up the heat for all three rows of his Aviator. He then gets out of the vehicle to carve a fishing hole into the ice. As he returns to sit in the tailgate area, he murmurs "Beats jiggin' in a shanty," as one of his McConaughey-isms. He then relaxes in the warmth of his Aviator, sketches in his journal, and whistles a familiar tune.
The commercial was filmed by cinematographer Hudson Rouge and director Lance Acord, known for movies such as "Lost in Translation," and shorts like "E.T.: A Holiday Reunion." It captures the odd nature of McConaughey while also highlighting the Aviator.
"This piece is all about telling a story of how Lincoln's approach to its clients and its vehicles is different," says Eric Peterson, Lincoln marketing communications manager. "It's clear that no matter the activity or the environment, Aviator provides a serene sanctuary with luxurious amenities, intuitive technology and the versatility of its three rows of seats."
"There's definitely a feeling of serenity, of introspection," says Jon Pearce, global chief creative officer. "Matthew is in his happy place. He's doing what he wants to do, where he wants to do it - not only ice fishing but in this beautiful, luxury SUV. It's about being at ease, about being your best self, about finding your own piece of sanctuary in a stressful world."