He is now able to reflect on his life with the help of a Lincoln Navigator.
Lincoln! We can always count upon you to save us from the mediocrity that is automotive advertising. We are almost the exact opposite. . . or do we? The thing about Matthew McConaughey and Lincoln commercials is that we don’t really know how to interpret it. Yet, we are sucked in to the transcendental clips like cross-country roadtrippers who visit the largest ball of wax on the planet. It’s not worth looking at and has no real relevance to our lives. You just need to stop and look at it.
McConaughey was behind the wheel of a brand new Lincoln Navigator. This is a massive SUV we love. We are very fond it, from its bold yet elegant exterior styling to the spacious interior with modern tech. It’s a beautiful hauler, 200 pounds lighter due to the infusion of aluminum and a 450-horsepower biturbo six from the F150 Raptor underneath, making it quite dynamic.
However, the new commercial doesn’t convey that. Although there are exterior shots, the core of the action is a very metaphysical McConaughey contemplating something. The Lincoln Navigator is taking him to “uncharted” places. However, someone must have known that he was coming as there’s a handy ramp at the end. Did anyone else notice that the book he was holding in his hand was actually Sean Connery’s Holy Grail diary, Indiana Jones and The Last Crusade? Let’s hope McConaughey makes a wise decision. We all know what happens to someone who chooses poorly.
Lincoln deserves some credit. These commercials, however abstract, do not necessarily conform to the norm. The Navigator certainly deserves your attention.