‘Lincoln Lawyer’ to Lincoln Cars: Can Matt McConaughey Save the Brand?
McConaughey will first be starring in a spot promoting the new Lincoln MKC crossover, an SUV based on the Ford Escape that could prove to be one of Lincoln’s most valuable additions to its lineup. The actor will be on board with Lincoln for two years.
“The MKC is the most promising product they have and they’re looking for a way to break through,” Michelle Krebs, a senior analyst for researcher Autotrader.com, told Bloomberg. “Matthew McConaughey is contemporary and he’s hot right now.” She added that Lincoln “lacks the edge and hipness McConaughey conveys,” and that the struggling luxury division is likely counting on McConaughey’s “edginess to attract attention to an auto brand forgotten by many,” Bloomberg quoted her as saying.
“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,” McConaughey was quoted as saying in Lincoln’s press statement. He was described as “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,” he continued.