Lincoln's new spokesman

Looks like Lincoln has got a new speaker.

No, I’m not talking about the American president and those who have guessed it right yes, I’m talking about the American premium luxury car producer Lincoln Motor Company.

Lincoln MKC’s series of three ads has been garnering a lot of attention online for it has successfully used Matthew McConaughey’s potential as an actor.

(FYI: He is an Academy Award and Golden Globe winner)

Using Matthew as an opinion leader is a good strategy (roping him must have been pretty costly), yes, but the ads are just so philosophical. The campaign is named as #LiveInTheMoment

First ad shows him driving through city nightscape and talking about how going back is sometimes important so that we can always remember where we came from. Then the ad ends with a superscript of its campaign name #LiveInTheMoment.

Doesn’t really make sense does it. So, anything-that-will-be-put-on-internet-will-be-critiqued users thought it was one of the story campaigns where the story progresses along with each ad.

But, I guess they were wrong.

In the second ad, we see him driving out of town. He says how he started driving Lincoln even before he was paid to and that he drives it ‘just because he likes it’. Really? Great, now tell us something about this premium crossover car's features.

Then, the third ad, the most popular one (and anything-that-will-be-put-on-internet-will-be-critiqued’s most favourite one), he talks bull, literally. He calls it Osiris (Egyptian god, identified as god of afterlife) for whatever the reason and decodes the bull’s silence as telling him to take the long way. Weird isn’t it?

The third one seems to be the finale. His voice, actions (that finger thingy) are soooooo True Detective-ish. An other reason why the campaign is a success.

An other factor that contributes to the popularity of this campaign is the spoofs of this ad by popular comedy talk show hosts like Ellen and Conan.

I don’t know if these ads will help in increasing the sales, but it definitely has achieved the purpose of reminding people of Lincoln. Maybe the strategy all along was to make it a ‘Top of the mind’ brand.