Matthew McConaughey Talks a Lot of Bull With Just a Few Words in First Lincoln Ad

Three spots launched Thursday

Headshot of Tim Nudd

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. (Indeed, it's vanquished in the end by a creature clearly more powerful than itself.)

Two other spots rolled out Thursday—a :60 that's more conventional, with McConaughey driving around and philosophizing on whether you can or can't "go back," and a meta :30 in which he says straight out that he drove Lincolns long before he was paid to do so.

The spots were directed by feature filmmaker Nicolas Winding Refn, who was last seen crafting this 90-second Grey Goose ad.


Client: Lincoln Motor Company

Agency: Hudson Rouge, New York

EVP, Global CCO: Jon Pearce

Assoc. Creative Director/AD: Adam Flanagan

Copywriter: Griffin Creech

Art Director: John Shirley

SVP, Head of Integrated Production: Sherri Levy

Associate Producer: Joyce Lee

Business Affairs: Ron Kirkman

EVP, Managing Director: Scott Kavanagh

Management Supervisor: Tamara Taylor

Production Company: Skunk

Director: Nicolas Winding Refn

Managing Partner/EP: Matt Factor

Executive Producer: Shelly Townsend

Director of Photography: Benoit Debie

Editing House: Rock Paper Scissors

Editor: Mat Newman

Assistant Editor: Chris Mitchell

Executive Producer: Eve Kornblum

Producer: Jenny Greenfield

Visual Effects Company: The Mill (NY)

Producer: Alex Fitzgerald

Shoot Supervisor: Kathy Siegal

2D Lead Artist: Iwan Zwarts

2D Artists: Yoon-Sun Bae, Rob Meade, Danny Morris

Burtis Scott, Krissy Nordella, Anne Trotman

Telecine Company: Co3

Colorist: Tom Poole

Mix Company: Sound Lounge

Audio Engineer: Tom Jucarone

Music: Cliff Martinez (Bull, I Just Liked It, Rosewood, Looky There)

Music: Ring The Alarm (Intro/Austin)

@nudd Tim Nudd is a former creative editor of Adweek.