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Matthew McConaughey takes his time in his first Lincoln ad through Hudson Rouge.
There are almost more pauses than words of dialogue in the 60-second spot, as the Oscar-winning actor and new brand endorser sits nearly motionless in his MKC on a country road, transfixed by a giant bull who won't let him pass.
There's plenty of Rust Cohle here, but this is also just pure McConaughey—quietly audacious. That could also describe the approach of the whole spot, in fact, which barely shows the vehicle in action.
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