Ford Motor's The Lincoln Motor Company division has tapped actor Matthew McConaughey for a multi-year partnership that makes him the brand's spokesperson.
The official McConaughey quote: “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. I had the chance to drive the new MKC around Texas and I think they’re doing a good job.”
Lincoln says the effort for the MKC, which starts at around $33,995, is via director Nicolas Winding Refn (“Drive”) created a storyline for him around the MKC. The company says the actor does "unscripted moments" as part of his pitch to entice viewers to experience the MKC.
“Matthew is a natural fit with Lincoln and where we are going as a brand,” said Matt VanDyke, director, global Lincoln, in a statement. “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.”
Two years ago Lincoln made big moves to distance itself from Ford, including creating a new ad agency, Hudson Rouge, from Team Detroit, but in New York. As part of the product expansion, the company launched the MKZ midsize sedan.