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:


>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.

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

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