Matthew McConaughey, and his one-of-a-kind personality, stars in Lincoln’s “Live in Your Moment” ad campaign. The Oscar-winning “Dallas Buyers Club” actor is the perfect fit in putting the right talent in place to tell stories with an emotional appeal that is unique to Lincoln. The star behind Lincoln’s newest vehicle, embraces his weirdness as he muses about life, cars and bulls in three new spots for the Lincoln MKC. Ever since McConaughey signed on with Lincoln in late August, sales of the long-suffering brand have started to pick up. It turns out someone with a best-actor Oscar does a pretty good job at selling cars.
“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.
McConaughey is an established face having a great year in the entertainment industry. The ads have a strong True Detective feel with philosophical statements on the universe with great moody visuals. The Southern drawl and the True Detective style of delivery in his vocals, is the reason his soliloquies are entertaining. McConaughey has always been a great man of stories, but sometimes he goes on in a way that leaves people unsure of what he really means.
In Lincoln’s new “Intro,” commercial, McConaughey is driving through a city nightscape and philosophizing; “Sometimes you gotta go back to actually move forward. I don’t mean going back to reminisce or chase ghosts. I mean going back to see where you came from — where y’been, how y’got here, see where you’re goin’. I know there are those who say you can’t go back. Yes, you can. You just have to look in the right place.”
What exactly is he talking about? McConaughey mimics Rust Cohle, the weirdly reflective and obtuse character the actor played on “True Detective.” But really, who would want to be alone in an MKC with him? He was just an unusually cerebral detective with a dozen bodies buried under his porch.
In another spot, McConaughey actually seems to be making fun of his True Detective persona. In that spot, he is somewhere in Texas, blocked by a bull standing on the asphalt and staring him down.
“That’s a big bull,” McConaughey drawls. “I think that’s ol’Cyrus, 1800 pounds of ‘I can do whatever the heck I want.’ I can respect that. Take the long way, huh? [McConaughey steers around him.] Thank you, Cyrus.” The standoff is absurd, and somewhat awkward. Once again, the Rust Cohle character is a pretty obscure reference, no matter how popular it was to the few million that loved it.
But, if imitation is the sincerest form of flattery, Lincoln’s ad campaign is already a smash hit. McConaughey’s ads even made it on Conan O’Brien’s TBS show. He releases a parody of Mathew McConaughey’s second Lincoln MKC TV Commercial, “I Just Like It,” in which he drawls:
“I’ve been driving a Lincoln since long before anybody paid me to drive one… Didn’t do it to make a statement. I just liked it.”
O’Brien’s team star in a voice-over from McConaughey’s portrayal of the troubled detective Rust Cohle on HBO’s True Detective, including: “I think human consciousness is a tragic misstep in evolution… The honorable thing for our species to do is stop reproducing, walk hand in hand into extinction.” The words overlaid on the commercial’s close-out scene: “The Lincoln Motor Company” — are followed by: “Walking hand-in-hand to extinction.”
The now much darker parody commercial is not how Lincoln would prefer the MKC to be marketed, but in most of the ads, they seem to star Rust Cohle instead of McConaughey. The tone of his voice and his portrayal onscreen are just so close to that character.
On her talk show, Ellen DeGeneres gives it a lighter treatment, showing a spoof of one of the ads with her photoshopped into the back seat in a spot called “Bull” featuring McConaughey sitting in his MKC face to face with a giant longhorn steer on a lonely road in Texas.
McConaughey says: “That’s a big bull.”
DeGeneres, munching on a brownie, says: “I don’t see it. Hey, you know, whatever you put in these brownies, I don’t know what they are, but boy, they are delicious.”
The ads certainly demands attention, especially to all the fans of True Detective. They will be especially entertained by the absurd way Lincoln and Matthew Mconaughey choose to showcase Rust Cohle.