Lincoln Motor Company has once again turned to actor Matthew McConaughey for its ad campaign, with this latest series focused on the automaker’s updated MKZ mid-size sedan.
The MKZ was given more than a thorough nip and tuck for 2017, something Lincoln highlights in the new series of three commercials. The ads began running earlier this week both digitally and on television in the United States and in Canada.
Like the last run of ads featuring the actor famous for his gentle Texas drawl, this series is relatively dark and focuses as much on McConaughey as it does the luxury sedan itself. Lincoln says the ads are designed to use common experiences to highlight the MKZ’s improved precision and handling. They utilize the tagline «it’s like that» at the end right before the Lincoln logo pops onto the screen.
More than anything, however, the ads set a tone of moody sophistication—especially since they don’t contain any dialog from McConaughey. In only one of the ads, «Ensemble,» is there any real personality. In that spot, the band Sharon Jones and the Dap-Kings plays a cover of the song Midnight Rider, and a cut to McConaughey reveals his trademark smirk as he hustles the sedan down a winding road.
Lincoln and McConaughey have been working together for nearly two years now on ads, which began with more dialog than car and later took a dive into the noir.