Lincoln Lawyer Becomes Lincoln Pitchman
Film buffs and Ford fans, including many of us here at E3 Spark Plugs, no doubt gave a thumbs up to 2011 film, The Lincoln Lawyer. Now, the Lincoln Lawyer himself, actor Matthew McConaughey, has been tapped as new Lincoln Motor Co.’s newest celebrity pitchman.
In the film, McConaughey plays Mick Haller, an eccentric defense attorney who works out of the backseat of his 1986 Lincoln Town Car on account of having lost his driver’s license, presumably due to a string of DUIs, though the script doesn’t directly deal with the issue. Haller’s clientele primarily is comprised of garden-variety Los Angeles street hustlers, drug dealers and the occasional killer. One new client, however, is a Louis Roulet, a moneyed Beverly Hills playboy accused of roughing up a prostitute. Turns out, Roulet isn’t the innocent victim of a frame up he claims to be, but may actually be the real killer in a case for which an earlier Haller client went to prison.
In the unlikely case you haven’t yet seen The Lincoln Lawyer, we won’t spoil it for you. But we will fill you in on the chronically shirtless actor’s latest gig as a Lincoln Motor Co. pitch guy. Academy Award-winning McConaughey recently inked a multiyear advertising endorsement deal with the company that includes promoting the 2015 Lincoln MKC, a luxury 5-seater compact crossover, via a largely unscripted storyteller-centered series of TV and digital campaigns.
“When Lincoln came to me with the idea and the campaign, I liked what the message was about,” McConaughey says. “‘Authentic’ was the word that kept coming out. I like the history, the fact that it’s American made. The campaign’s not screaming for attention. It’s as much about the mood, the silence between the words.”
Though the MKC has been available since May, campaign spots won’t drop until next month, thanks to Lincoln’s hard-learned lesson in promoting the MKZ sedan last year. The company got potential buyers riled up when it ran a one-minute ad during the 2013 Super Bowl broadcast. But a botched manufacturing launch meant that high-dollar advertising happened months before dealers had cars to sell. The result was a major advertising fumble. Now, Lincoln is making doubly sure to build dealer stocks before kicking off ad campaigns.
Check out the making-of video featuring McConaughey, as well as The Lincoln Lawyer trailer.