Matthew McConaughey is dogged in his determination to get people to buy new Lincolns. The brand unleashed its latest ad featuring the actor and his Texas drawl behind the wheel of a 2016 Navigator making dinner plans with two dogs.
The 30-second spot, which was unveiled during the Grammy telecast, is clearly a departure from the previous ads for the MKX, MKZ and MKC.
“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 gist is that McConaughey is driving along with the two dogs – a Weimaraner and a German shorthair pointer – talking about dinner. At one point, the Weimaraner barks and the actor quickly shoots back “No, we’re not having barbecue again.”
(Lincolns jazzes up new McConaughey commercials. For more, Click Here.)
When the German shorthair pointer essentially asks “why” with a few pointed whines, McConaughey asserts his authority: “Because you’re on four legs and I’m two … and I’m driving.”
Wherein McConaughey is portrayed as self-made, assertive and powerful, “Time to Eat” showcases Navigator as a protector. The interior is warm and inviting, featuring room for the family, including pets, to enjoy the ride in luxury – whether it’s a long trip for a weekend of camping or heading across town for a ballgame. The visuals convey the tagline, More Room for the Things That Matter.
“Navigator is a luxurious, capable vehicle,” said John Emmert, Lincoln group marketing manager. “So we wanted to show its abundant space – more room for the things that matter. The dogs add an element of fun.”
(Click Here for details about Lincoln’s quest for credibility with the new Continental.)
The commercial is the part of a series of ads featuring the well-known actor, who even starred in a movie titled, “The Lincoln Lawyer.” The two-year deal has produced four spots now that initially accomplished the goal of raising the brand’s profile, even though it may not have been exactly how Lincoln officials would have liked.
The first ad, which featured McConaughey driving around while talking about life and Lincoln, was mocked and parodied. It also drove Lincoln’s Internet traffic up significantly.
This ad features another significant addition: famous director Gus Van Sant, who also directed the ad before this one featuring the MKX.
(To see more about Ford’s future crossover and SUV plans, Click Here.)
“Gus really understood how to bring the story of the Lincoln Navigator to life,” said Jon Pearce, executive vice president and global chief creative officer for the ad agency Hudson Rouge. “The setting, our canine passengers and some pithy dialogue all work together to tell the story of the type of person who likes to drive a Navigator.”