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Matthew McConaughey, Winding Refn Sign to Promote Lincoln MKC

Undeniably, Lincoln has been something of a brand without a face for some time. Today’s revelation that the brand has signed a multi-year endorsement contract with Academy Award-winner Matthew McConaughey goes a long way toward fixing that, partnering one of today’s hottest stars with one of the auto industry’s fastest risers: the 2015 Lincoln MKC.

Trailer: Matthew McConaughey and the Lincoln MKC (Directed by Nicolas Winding Refn)

“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,” said McConaughey, a longtime admirer of Lincoln. “Lincoln is an iconic, American brand and I like where they are heading with their transformation. I had the chance to drive the new MKC around Texas and I think they’re doing a good job.”

After stating this, McConaughey rambled on about being the hero now that he aspired to be 10 years ago but not yet being the hero he aspires to be in 10 years, asked where he was, and began thumping his chest rhythmically.

The trailer definitely looks better than…well…anything that Lincoln has done in years. And while a lot of the credit for this campaign’s success will ultimately go to the Oscar-winning actor, let it not be lost in the shuffle that the man lensing the trailer above is noneother than the director of arguably the best film about cars in two decades (Drive), Nicolas Winding Refn.

The teaser spot, albeit short, is definitely a promising portent for things to come and has the hallmarks of something that could truly change peoples’ perception of the brand. Even the brief line spoken by McConaughey—“sometimes you gotta go back to actually move forward”—has a ring of promise to it. It could just be a reference to David Wooderson’s affinity for high school girls, or it could just be something paraphrased from a Thomas Ligotti book, but we like what Lincoln’s putting down either way. Yeah, we actually just said that.

Matthey McConaughey is no stranger to the Lincoln brand. Back in 2011, he starred in The Lincoln Lawyer, wherein he played a lawyer operating out of the back of his Town Car. This role began something of a career renaissance for McConaughey that saw him taking meaty roles in films such as Bernie, Killer Joe, and Dallas Buyer’s Club (for which he won the Academy Award for Best Actor in a Lead Role this year) and the popular HBO series True Detective.

Stay tuned for more from this campaign as it unfolds. Looks like it might be worth keeping an eye on.

Source: Lincoln Motor Company