An Unusual Tie-Up — Does Lincoln And Matthew McConaughey's New Relationship Signify The EARLY Beginnings Of A Brand Resurgence?

I think it's safe to say we haven't been the only ones watching Ford's Lincoln brand and waiting for it to just die already. Though it's said that the man, myth and legend, Alan Mulally, wanted to kill off the luxury division, it's obviously here today.

Now with the all-new MKC out and about, the company is undergoing a transformation. While we're still looking at our watches and wondering how long until a truly differentiated product from its parent company crystallizes, I'll be the first to admit the MKC is a great looking product.

At the same time I have to wonder, why not just go get a Ford Escape?

Enough of that though. Lincoln has tapped Hollywood's A-list to work with Matthew McConaughey to bring attention to the brand. Aside from starring in a movie named The Lincoln Lawyer, we're not sure what he's getting out of it aside from a monster check. Perhaps he knows something we don't.

We'll keep you abreast of the latest as his series with the MKC plays out.


We’re getting ready to introduce the first-ever Lincoln MKC with Matthew McConaughey. Sometimes you've got to go back to actually move forward. The Lincoln MKC was built to help you live in your moment.



And, this wouldn't be a post about McConaughey without a clip of his breakthrough performance in the early 1990s Dazed and Confused.



Lincoln's press release follows:

LINCOLN MOTOR COMPANY AND MATTHEW MCCONAUGHEY BEGIN NEW CREATIVE JOURNEY

>The Lincoln Motor Company signs a multi-year collaboration with Oscar™-winning actor Matthew McConaughey

>Long-term admirer of the Lincoln brand, McConaughey will act as a storyteller on upcoming Lincoln broadcast and digital ad campaigns

>Academy Award™ winner to appear in series of TV and digital spots starting with the first-ever 2015 Lincoln MKC directed by Nicolas Winding Refn

The Lincoln Motor Company announced today a multi-year collaboration with Academy Award™-winner Matthew McConaughey, who will act as a storyteller in a series of upcoming TV and digital campaigns starting with the first-ever 2015 Lincoln MKC small premium utility.

"Authenticity is a word that kept coming up in our initial meetings. It was clear from the start they appreciated me as an individual first and foremost, and I would be able to be myself in this collaboration," said McConaughey, a longtime admirer of Lincoln. "Lincoln is an iconic, American brand and I like where they are heading with their transformation. I had the chance to drive the new MKC around Texas and I think they're doing a good job."

In a nod to McConaughey's storytelling talents, Lincoln and director Nicolas Winding Refn ("Drive") created a storyline for him around the MKC. In the spots, McConaughey invites viewers to experience the vehicle through unscripted moments in the commercial.

"Matthew is a natural fit with Lincoln and where we are going as a brand," said Matt VanDyke, director, global Lincoln. "The transformation of Lincoln is well underway. With the MKC coming to market in a hot, competitive segment, now is the perfect opportunity to share to a wider audience what our brand offers. Matthew is the ideal personality to help us tell this story, and it is only the beginning of what we trust will be a fantastic relationship."

Lincoln started a new journey in 2012, re-launching the brand and outlining a plan to introduce four all-new products in four years. Following the all-new MKZ midsize sedan is the MKC, a performance-minded, luxuriously crafted and technologically savvy vehicle. This small utility vehicle is a new addition for the brand; a brand focused on quality, compelling design and personal service.

To stay connected to Lincoln as the story unfolds, visit Lincoln's YouTube page.

MattDarringer - 8/23/2014 4:34:44 PM

0 Boost

This is the WORST possible move. Celebs don't sell cars. Good cars sell. As long as Lincoln is the new Mercury, Lincoln is doomed.

Agent00R - 8/23/2014 4:45:22 PM

+1 Boost

You're not right, but you're not wrong.

Celebs don't sell cars, huh? Notice the groundswell of attention Audi got via it's VIP fleet? Enough celebrities were snapped next to black Audis that I am confident a lot of in-market consumers saw it as a status symbol as long as an A-lister had one at their beck and call.

Just my two cents, though.

MattDarringer - 8/23/2014 5:00:36 PM

0 Boost

If this were 1955 I'd agree. If celebrities sold cars then the Fiat 500 would have launched to exponential sales. LOL

xjug1987a - 8/23/2014 6:52:47 PM

+1 Boost

Seems to me Product sells cars. Sure there are millions out there choosing appliances but they buy appliances for the reasons one buys anything. I looked at the MKC and wanted to like it vs my wife's GLK. I think it looks great, probably the best looking car in Fords fleet. I found the seats to be small and not as premium as I was hoping for.... however they have to start somewhere...

Autopinion - 8/24/2014 12:11:11 AM

+3 Boost

Absurd. Probably worse for McConaughey's brand than Lincoln's since Lincoln's has long since had relevancy other than a step-up Ford.

Agent00R - 8/24/2014 6:24:52 AM

+1 Boost

Agreed here.

benzforlife - 8/24/2014 3:14:43 AM

+1 Boost

Supermodel Cindy Crawford in her most famous times couldn't sell the Caddy that zigs Caterra, but not because the commercial was shot wrong or she was not convincing, no, that Cadddy was just as fucked up in quality as almost every crap that comes out of Detroit, of course with the exception of the trucks. So if Japanese brands and German brands don't use celebs in commercials, there is a reason why, their product is in normal quality and no extreme measures are needed.

TomM - 8/24/2014 8:44:23 AM

+1 Boost

There are at least two reasons to have a celebrity in commercials
1 - You are more likely to watch the commercial
2 - The celebrities reputation can lend to the product

However - the catch is - are you selling the celebrity or the product? And that is where a good AD makes the difference. An ad that sells cars but happens to have MM in it - might be beneficial - because many would simply not watch without MM because of Lincoln's current reputation. Yes - product is needed - but remember - Eminem's "imported from Detroit" commercial sold a boatload of Chrysler 200s - not a superior product at all.

The problem with celebrity commercials is when the ads are remembered for the celebrity and not the product - making the ad worthless.

So - in fact - it is the AD that has the importance. And we do not know anything about that - so there is no way to determine if it will have the desired results for Ford.