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Collaboration Between McConaughey and Lincoln Evolves in Spots for All-New Lincoln MKX



Quiet Luxury, an understated yet compelling experience brought to life by the all-new Lincoln MKX, underpins a new series of television advertisements featuring Matthew McConaughey.



All-new Lincoln MKX, representing the latest chapter for the brand, featured in new television advertisements with Matthew McConaughey



Acclaimed director Gus Van Sant brings distinct cinematic style to these Lincoln MKX ads, which introduce new characters and storylines.



The new spots debut during key college football matchups on Saturday, Sept. 12, on ABC. They can be seen again during NFL games on Sunday, Sept. 13, on CBS and FOX.





"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," said Matthew McConaughey. "It's exciting to have the freedom to explore and create new narratives."



McConaughey's collaboration with Lincoln began last year with a series of well-received spots introducing the all-new Lincoln MKC small utility, followed by spots for the Lincoln MKZ and Lincoln MKZ Hybrid.



"We've evolved this new campaign for the Lincoln MKX to include a story arc that unfolds over the course of three television spots," said John Emmert, Group Marketing Manager, Lincoln. "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 "The Feeling Stays With You" unites a series of spots crafted by acclaimed director Gus Van Sant. A key element of these new ads is the introduction of various characters who add depth to the stories through their interaction with McConaughey. On the Lincoln home page, the audience can explore some of the other characters' background to start to piece together the whole story about the evening and learn more about the entirely new Lincoln MKX.



All-new available features for Lincoln MKX, including the 360-degree camera system, hands-free parking aids and Revel® audio, play key roles as McConaughey journeys to a card game with friends where quiet confidence is a most useful attribute.



"Broadcast football is high-energy," said Emmert. "These spots will stand out in live-event sports programming as understated – yet highly compelling – mirroring the quiet confidence of the entirely-new Lincoln MKX."



"The natural, collaborative storytelling process between Matthew McConaughey and Gus Van Sant shines through," said Jon Pearce, Global Chief Creative Officer of Hudson Rouge. "Just as Matthew discovers in these spots, the all-new Lincoln MKX creates a feeling that sets the tone for a whole range of possibilities."