Matthew McConaughey silent in newest Lincoln MKX ads
A card-playing, jazz-loving Matthew McConaughey is featured in a series of new commercials for Lincoln Motor Co.’s all-new MKX SUV, but the outspoken actor doesn’t say a single word in any of the three 30-second spots.
The commercials will debut during college football games Saturday on ABC. They can be seen again during NFL games Sunday on CBS and Fox.
In one spot, a silent McConaughey meets well-dressed friends for a card game as jazz plays in the background. A lizard sits on the card table. Another ad features McConaughey getting ready — shaving, putting in contacts and getting dressed — before walking to the MKX, starting the engine and pulling away. A third commercial features the actor driving and listening to jazz music through the MKX’s sound system.
“We’ve evolved this new campaign for the Lincoln MKX to include a story arc that unfolds over the course of three television spots,” John Emmert, group marketing manager for Lincoln, said in a statement. “If the audience wants to learn more, they can visit Lincoln.com to access further content that tells the story in more detail.”
The theme of the ads is “The Feeling Stays With You,” and they were crafted by director Gus Van Sant, known for such movies as “Good Will Hunting” and “Milk.”
“What appeals to me about this new series of ads is that while the overall Lincoln message remains consistent, the way it is delivered continues to evolve,” McConaughey said in a statement. “It’s exciting to have the freedom to explore and create new narratives.”
McConaughey last year signed a two-year deal with Ford to promote the luxury vehicles. His quirky commercials have generated buzz and elicited numerous parodies from late night television shows.