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?