Lincoln And Matthey McConaughey Go Exploring In New Navigator Ad

With the release of the 2018 Navigator, one thing was certain: Lincoln would have commercials starring Matthew McConaughey. The automaker didn’t disappoint with its latest ad, tilted “Uncharted Waters.”

This isn’t the first ad Lincoln has run for the new Navigator, as it had previously released “Perfect Rhythm.” That ad was shot in the Pacific Northwest and saw McConaughey practice his musical skills, while remaining silent. In the new ad, McConaughey at least says two words: “next chapter.”

While the new ad is shot in an incredibly gorgeous location, it follows the same pattern as the others. There’s no mention of the SUV’s features, or specs, or anything concerning the vehicle itself – it just relies on the charm of the A-list Hollywood actor and some fine cinematography.

In a market full of crossovers that slide between segments, the Navigator is quite straightforward: it’s a full-size SUV – and that’s that.

It is powered by a twin-turbocharged 3.5-liter V6 that generates 450 hp and 510 lb-ft of torque. While a V8 would make be nice, the turbocharged V6 fits its character nicely.

The interior is also impressive, as it makes other luxury vehicles on the market look bland. And the Black Label trim just adds more of everything in the best way possible.

But you don’t get any of this from the commercial. Instead, what you get is the massive Navigator getting ferried from one island to another. It’s visually stunning, as Lincoln really does know how to pick a great location for filming, but it’s not exactly informative.

On the other hand, having McConaughey behind the wheel of the SUV will surely make TV viewers take notice of the ad. And that’s what commercials are for, right?

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  • pcurve

    I think he does these lincoln commercials to spoof himself. That aside, I really like the new Navigator.

  • TheBelltower

    On a barge,
    Toward an uncharted island,
    The anticipation is unbearable,
    Anticipation of what may be ahead,
    Move the dial to “excite”
    The ramp lowers,
    The Navigator, is ready for serious exploration…
    Onto the gravel,
    Which turns into a smooth two lane paved road

    GTFO

    • brn

      Good thing, as I don’t think “excite” mode would work well on anything but a smooth paved road.

    • Andrewthecarguy

      YeP! Got me too with that.
      Missed opportunity as I think going on gravel would have done the trick.

  • Navy P. Morroccan ✓ᵛᵉʳᶦᶠᶦᵉᵈ

    What a lovely SUV.

  • GobbleUp

    Dude rocks.
    True Detective, performance of a lifetime. Baller.

  • MarketAndChurch

    Pretty nice. Doug Demuro’s review of the suv is pretty good too.

  • Bash

    I have fallen for this. this is the full size luxury SUV i want right now.. i never felt that way toward the Escalade. Excellent job Lincoln.

    • TrevP

      100% Agreed!

  • Zed68

    “Matthey McConaughey” ??? Proofreading… hello!

  • Stephen G

    People that spend 100K for a mode of transport don’t care about horsepower figures or amenities…all that stuff is expected an taken for granted. Lincoln is selling an image and a lifestyle. This is exactly the commercial that Lincoln buyers want to see.

  • fabri99

    Name a more iconic duo.
    I’ll wait.

  • DR.FUNK

    Saw one in Newport Beach.
    The interior and amenities on this puppy are world class.
    Still…I think a “moment” was missed here.
    Lincoln should’ve made this the first full sized – full electric SUV.
    Would’ve totally blown the category up.
    Nonetheless…this Nav will do for Lincoln what Escalade did for Caddy.
    Namely: Save it.

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