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Matthew McConaughey is Lincoln's new pitchman

Oscar-winning actor will do whatever he feels like in several unscripted commercials for the new MKC.

By Clifford Atiyeh Aug 22, 2014 11:53AM
Just months after Matthew McConaughey scored his first-ever Oscar for "Dallas Buyers Club," the actor has now signed a multiyear contract to be Ford's "authentic" pitchman for Lincoln.

Like many of McConaughey's film characters, Lincoln has been dazed and confused with its own image as a luxury brand. At this point even Cadillac, a brand that once seemed doomed to obsolescence, doesn't consider Lincoln to be a real competitor. Its miniscule sales and average products have taken a turn since Ford began marketing it as "The Lincoln Motor Company" in 2012 and put John Slattery from "Mad Men" as its leading man. But Slattery, as with Magic Johnson before him, didn't stay too long.

What Lincoln hopes to do now is channel McConaughey's inner Texan and easygoing, pensive personality into a series of commercials and web videos, some of which will be unscripted.
"The campaign's not screaming for attention," McConaughey said in the first promo video. "It's as much about the tone, the mood, the silent moments in between the words, in between the dialogue."

Lincoln wants to promote its new 2015 MKC crossover, itself based on the popular Ford Escape. Luckily, the MKC has been receiving good reviews — in huge part because it doesn't appear to resemble a similar Ford and carries new styling and design touches (such as the clamshell tailgate) that make it feel much younger and sportier than the other models. Hopefully, McConaughey will ramble on about that.

“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,” he said.

Ford didn't say if the "Lincoln Lawyer" star would be in several Lincoln models or just the MKC, but it has to be better than Lincoln's current ads that seem to focus more on competitor cars than its own product. Even if McConaughey can't fire up the home team as Chrysler did with Clint Eastwood and Eminem a few years ago, he might be the dose of Americana and suaveness Lincoln needs to convince buyers to stop getting Acuras and Audis. Time will tell.


[Source: Ford]
32Comments
Aug 22, 2014 4:26PM
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"The Lincoln Lawyer" is now their pitchman? Nice.
Aug 22, 2014 4:59PM
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I've always liked Matthew McConaughey, and now I like him even more that he's pitching for an American car company.  You go, Matthew!  Lincoln, you now have my attention.
Aug 22, 2014 6:11PM
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I love the guy..... I love the car..


Dollar For Dollar.. You Can't Find A Better Ride...

The car I mean..

Aug 22, 2014 6:44PM
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 An American car with an American spokesperson what could be wrong with that.
Aug 22, 2014 3:12PM
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Quick!   Somebody write me a check so I can purchase a Lincoln.  Kidding aside, I liked the commercial. 
Aug 22, 2014 8:21PM
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What Lincoln desperately needs is to shake off its image as the car of choice for people old enough to receive Social Security. To that end, what they need is not the "Lincoln Lawyer" or any other celebrity endorsing their product, but coming up with a car that young people would actually want. Like say, a rear-wheel drive sports sedan/coupe based on the Mustang platform and the Mustang's 5.0L V8 engine, but tuned to deliver even more HP. Give it a nice looking body, a refined interior decked out in leather and wood, then slap on the Lincoln badge, and you got a car that could be a serious contender against Cadillac, BMW, Mercedes-Benz, and Audi. 
Aug 22, 2014 2:54PM
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 I will buy a Lincoln for sure now , sure I will.
Aug 26, 2014 7:31AM
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I have a Lincoln Mark VIII LSC 1998, the last production year. I don't find a replacement for it. No Audi, BMW, Lexus, nor MB compare to it. Everything is excellent. Except for air suspension repair and brake pads, the rest is factory installed.
Aug 24, 2014 6:31AM
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Lincoln's still around?  I sure don't see many of them on the road.
Aug 22, 2014 6:46PM
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The wonderful Matthew McConaughey (and I mean that sincerely) already pitches for an electric company down here. I say go for it and get what you can while the getting' is good!!
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