Lincoln Motor Co. has brought in Oscar-winning actor Matthew McConaughey as the face of the company and help reach it a broader audience. The luxury brand may have struggled in recent years but, this partnership shows Lincoln is ready to start returning to the high status it enjoyed years earlier. McConaughey has a two year deal and will be featuring as an actor in a number of TV and digital ads.
The first ads will begin airing in September and will be centred around the all new MKC compact crossover, which is set to be released soon. Lincoln has stated that McConaughey will be acting as a narrator in the advertisements.
“Matthew is a natural fit with Lincoln and where we are going as a brand,” Matt VanDyke, director, global Lincoln, said in a statement. “The transformation of Lincoln is well under way. With the MKC coming to market in a hot, competitive segment, now is the perfect opportunity to share to a wider audience what our brand offers. Matthew is the ideal personality to help us tell this story, and it is only the beginning of what we trust will be a fantastic relationship.”
“Authenticity is a word that kept coming up in our initial meetings,” McConaughey said in a statement. “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. 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.”
Earlier this year, Ford Motor Company launched the all new Lincoln MKZ sedan and sold more than 21, 000 vehicles. In adition to the MKZ and MKC, Lincoln has plans in place to launch two more vehicles by 2016.