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.
“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.