An integrated campaign launching the new Lincoln MKZ—which features a 400 horsepower engine and an entirely new grille for the brand—needed to define Lincoln's take on a powerful luxury vehicle. We defined it as exhilaration, not adrenaline. Matthew McConaughey is shown in visceral moments of exhilaration that hinted to the thrill of driving the MKZ. For the digital launch, we partnered with Sharon Jones & The Dap-Kings to cover the classic "Midnight Rider" with a large ensemble of musicians that act as a metaphor for the power of the MKZ, revealing the new grille design as it effortlessly traverses a beautiful landscape.
"the latest Lincoln commercial, which has no voice-over, he has gone deeper into the mystic. This is higher-level messaging, and it presents us with a new figure: Silent McConaughey." — The Tao of Matthew Mcconaughey, The New York Times