Lincoln’s ads featuring Matthew McConaughey are always pretty eccentric, but the automaker’s latest spot is even more out there than usual. The actor has returned in a campaign for the 2018 Lincoln Navigator, but this time he doesn’t have a speaking role.
The commercial, dubbed “Perfect Rhythm,” takes place in the Pacific Northwest at a railroad crossing. There’s no train, but McConaughey still stops at the crossing, drumming on the steering wheel in rhythm with noises coming from the tracks. “He soon becomes both the conductor and lead musician of an impromptu concert,” as Lincoln puts it. Although odd, the commercial plays with music and timing in a clever way.
“This piece is all about energy,” said Lincoln Motor Company group marketing manager John Emmert in a statement. “You see Matthew in control. He starts a rhythm and it builds, and he becomes the master of his experience.”
The commercial was directed by cinematographer Wally Pfister, known for his work on “The Dark Knight” and “Inception.” He also filmed the “That’s Continental” campaign to promote Lincoln’s flagship sedan.
The commercial debuted on Lincoln’s Twitter and YouTube channels today and will premiere on TV in the College Football Playoff on January 1. A second spot is coming later in the month, Lincoln promises.
Source: Lincoln
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