Lincoln Motor Co.’s Matthew McConaughey ad campaign has gone to the dogs.

Ford Motor Co.’s luxury brand released a new commercial featuring the quirky actor during Monday night’s Grammy awards. During the 30-second spot titled “Time to Eat,” McConaughey has a conversation with two dogs who are sitting in the back seat while he drives a 2016 Lincoln Navigator.

It’s the first commercial where McConaughey is joined by a passenger. In previous ads for the MKZ, MKC and MKX, McConaughey talks to himself.

“Lincoln and I wanted the new ad to be more lighthearted and fun, so when they pitched the "driving with dogs" idea I was in,” McConaughey said in a statement. “People love their dogs, I've got three myself, and yes, I, like most of you, even talk to them.”

The actor spends most of the new spot asking his dogs what they want to eat. When a Weimaraner barks, McConaughey responds by saying “No, we’re not having barbecue again.”

A German shorthair pointer whines, and McConaughey responds: “Why? Because you’re on four legs and I’m on two — and I’m driving.”

The luxury brand says the commercial is meant to show the Navigator as a protector, with a “warm and inviting” interior featuring lots of room.

“Navigator is a luxurious, capable vehicle,” John Emmert, Lincoln group marketing manager, said in a statement. “So we wanted to show its abundant space — more room for the things that matter. The dogs add an element of fun.”

McConaughey in August 2014 signed two-year deal with Ford to promote its Lincoln luxury vehicles. The commercials have generated buzz and elicited numerous parodies from late night television shows. Lincoln President Kumar Galhotra and Ford President and CEO Mark Fields have said the ads have done their job in attracting attention to the brand and bringing in a younger crowd.

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