Matthew McConaughey Drives Through Colored Clouds In Lincoln’s 2020 Aviator Commercial

Benjamin Franklin is believed to have said there are two things certain in life: death and taxes.

We’d dare add a third one: that on a deserted road somewhere, whether it be near or far away, Matthew McConaughey is thinking out loud (or just thinking) while driving a new Lincoln. These days chances are you might find him behind the wheel of the 2020 Aviator, as the automaker has kicked off the advertising offensive for its all-new luxury SUV.

Titled “Fresh Take,” the campaign focuses on “Lincoln’s definition of effortless luxury performance.” In the spot, we see McConaughey driving unfazed through thick clouds of pink and purple smoke created by two drifting cars.

Also Watch: 2020 Lincoln Aviator Grand Touring Majors On Style, Luxury And Comfort

“Performance comes in lots of flavors,” the actor says, unimpressed by their antics. According to Lincoln, he alludes “to the amped-up, over-tuned excesses proliferating in the market.” As he breaks free from the fray, McConaughey says: “Then there’s performance that just leaves you feeling better as a result. That’s the kind Lincoln’s about.”

If you’re wondering what’s with the colored smoke, the automaker explains that the surreal setting is there to highlight how the all-new Aviator stands on its own compared to competitors’ obsessive focus on performance.

“The name refers to our fresh take on movement and highlights how different we are from our competitors,” said Eric Peterson, Lincoln marketing communications manager. “We don’t focus on such aggressive, over-the-top performance. When you’re in a Lincoln Aviator, we want the whole experience to simply make you feel better,” he added.

The “Fresh Take” campaign launches on Saturday on multiple platforms. At the same time, the 2020 Lincoln Aviator kicks off an 11-city tour of the U.S. running through November. Key cities include Boston, Philadelphia, Washington, D.C., Atlanta, Chicago, Dallas, Houston, Miami, New York and Los Angeles.


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  • Six_Tymes

    Well, colored clouds aside, ill admit, it is quite a handsome SUV. Too big for my tastes and needs, still, it is a bench mark.

    • donald seymour

      I definitely can’t say the same for Cadillac Xt6. I saw it in it’s natural habitat and it was gawd awful.

    • Shelby GT500

      There’s also a Lincoln Corsair. It has the same design but it’s smaller

  • Zcat

    Looks like Mathew is grabbing more money from Lincoln’s pockets.
    Good for him!

    I’m sure he could use the money. I mean, after all, I’m sure he has a car payment to make every month.

    But I bet it’s not on a free Lincoln!

  • charlotteharry57

    Nice vehicle, but I’m not so sure that viewers will understand the smoke message. Also, too bad that this and the new Explorer are off to such a rocky start. Reports all around the Net this week said that Ford has been forced to fix manufacturing mistakes (some BIG ones) on most of the already-built vehicles. It’s had to ship them all from the Chicago plant to the one in Flat Rock, MI for the fixes and dealers (and pre-order customers) aren’t happy with the delays.

  • db

    And you just know Jimi Hendrix Purple Haze is playing in the stereo…

  • Smith

    I used to think that Matthew McConaughey was a good actor, but his acting in these commercials he does for Lincoln just come off as so fake. There is no way a man can feel this way about a Lincoln, it is just a Ford with faux plastic wood dash. Just a Ford Matthew, get over it.

    • MayTheBestCarWin05

      You mad bro?

  • Bob

    You just recapped a commercial. How is this newsworthy?

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