Lincoln Puts Matthew McConaughey in a Navigator for Latest TV Commercial
Actor Returns to Lincoln to Promote Its Biggest Product
Lincoln will promote the all-new 2018 Navigator by tapping one of the brand's longtime fans, actor Matthew McConaughey. The silver-screen star has been a frequent collaborator with Lincoln, schilling everything from the MKC to the new Continental since 2014. But unlike the other commercials, in “Perfect Rhythm,” McConaughey shuts up and lets the Navigator and its surroundings do the talking.
The fast music and quick scene cuts make the ad seem very frenetic, an odd choice for a luxury brand known for its quiet, comfortable cars. We also don’t get a great look at the Navigator until the very end of the commercial, when McConaughey’s dashboard drum solo ends. Still, the advertisement perpetuates the sophisticated, ethereal vibe that Lincoln has been cultivating for the past half-decade. The Navigator spot is the latest that attempts to entice young professionals away from their imports into Lincoln’s unique brand of American-style luxury.
The ad does include some of the Navigator’s more interesting features, such as its pushbutton shifter and Art Moderne–ish interior. We also get a good look of the aluminum-skinned luxury SUV as it pulls away from the train crossing, a chuckling McConaughey behind the wheel.
However, for such an important vehicle to Lincoln as the Navigator, we don’t think the ads do the big SUV justice. It’s stylish, luxurious, and packed to the gills with features, and the average viewer won’t even notice based on the advertisement. Still, if McConaughey’s wry smile has worked for Lincoln in the past, then maybe it might convince folks to stop by the dealer to get a peek at the 2018 Navigator.