When we last checked in with Hudson Rouge’s work for Lincoln starring Matthew McConaughey, the agency had also teamed up with director Gus Van Sant for the poker-themed “The Winning Hand.”
In Hudson Rouge’s latest efforts, as with “The Winning Hand,” McConaughey presence is an entirely quiet one. This time around, though, the agency also dispenses with the linear narrative of its predecessor, instead focusing on visual similes for the 2017 Lincoln MKZ’s various features while working with director J.C. Chandor.
In “Shave,” for example, the actor receives a close shave with straight razor from a barber. These shots are then compared to the Lincoln MKZ driving through the fog on a tight mountain road, ending with the tagline, “It’s Like That.”
As with previous campaigns, the ad is more about selling the overall “feeling” of the vehicle than highlighting certain features as selling points, although in this case the MKZ’s precise handling is clearly referenced.
“Midnight” shows the actor getting home late in formal wear and staring at his pool before falling in backwards, an experience compared to driving the MKZ around in the rain.
“Ensemble,” meanwhile, features a performance by Sharon Jones & the Dap Kings.
As the camera zooms out, the band appears to be performing in the grille of McConaughey’s MKZ. We’re not sure whether the comparison is supposed to be to the elegance of the redesigned grille or the sound of the vehicle, but it could potentially work in either case.
The new spots take the brand in a somewhat more understated direction that, nonetheless, is meant to evoke the visceral experience of driving the new, more powerful version of the vehicle. Something about the lack of dialogue works, lending the ads a sense of silent authority and avoiding the self-parody of McConaughey’s intitial efforts with the brand. Not all of the comparisons work, but when they miss it’s a lot less loud than those earlier efforts.
“Matthew is the glue across the Lincoln brand — he brings a certain attitude and allure,” Hudson Rouge CCO Jon Pearce told The Hollywood Reporter. “The new MKZ will have a 400-horsepower engine, so this campaign is meant to convey something more visceral.”
“What you’re trying to bring out is the feeling of exhilaration” generated by driving the newly hopped-up MKZ, Lincoln CMO John Emmert told the publication, adding that McConaughey spoke lines in earlier takes of “Midnight” but the spot seemed more convincing without them. “Sometimes you can get it in just one weird facial expression — Matthew is so good with body language.”