Ford’s luxury division, Lincoln finally produced a new Navigator full-size luxury sport-utility vehicle. However, this big profit generator will be promoted by a familiar face: Matthew McConaughey.
The actor, known for movies like Magic Mike, The Wolf of Wall Street and The Lincoln Lawyer, has been the spokesperson for the luxury brand for several years now and his early ads attracted quite a bit of attention, not all of it positive.
McConaughey will star in two ads for the Navigator with the first debuting on Twitter and YouTube, and then air on television during the College Football Playoff on Jan. 1.
The first ad is a 60-second spot, titled “Perfect Rhythm.” In the spot, he doesn’t talk rather he start drumming on the steering wheel in the sport-ute as he waits for a train. The ambient sounds related to the stop, such as the ringing of the warning bells, create a full blown concert with McConaughey as the drummer/conductor.
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As he drums away, there are a few shots of the interior cabin showing how large it is and the piano-key gear shifter as well as the front grille of the new light blue behemoth. It’s a top of the line Black Label model.
“Perfect rhythm refers to the feeling you get in those situations when everything comes together,” said John Emmert, group marketing manager of The Lincoln Motor Company.
“This piece is all about energy,” said Emmert. “You see Matthew in control. He starts a rhythm and it builds, and he becomes the master of his experience. We’ve overlaid a complex sound design as a freight train enters the scene and rumbles by. There’s this wonderful crescendo of light and sound that builds and then ends as suddenly as it begins.”
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The second ad will premiere later in January, but Lincoln officials declined to reveal any details about the new spot. Since being selected a surprise spokesperson for the brand in 2014, the company’s awareness and sales numbers have risen steadily.
Early next year, Lincoln plans to experiment with subscription service, which allows customers to use a vehicle for a period as short as a month. Lincoln also is experimenting with another service. Customers can hire a driver for an evening, for a medical appointment or trip to the airport. The driver uses the customers own car rather another vehicle.
Lincoln’s approach to servicing vehicles where it picks up a car or SUV at a specific time and the returns it at a specific time while providing customers with another vehicle has been very successful. Lincoln has already logged more than 60,000 service visits through the program.
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Lincoln also is also preparing to expand a program where dealers make house calls in order to complete a deal. The pilot program included 10 dealers spread across the country but it will now be expanded to more dealers will have personnel calling on customers at home.