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Lincoln debuts MKC ads starring Matthew McConaughey

Lincoln is making the decisive commitment that it wants to improve its brand perception going forward. It can't be cheap to hire A-list talent like Academy Award-winning actor Matthew McConaughey and director Nicolas Winding Refn, best known for Drive, for its new ad campaign for the 2015 MKC crossover, but the company is showing that it's serious about the new vehicle and its future. The first three of these five commercials are just hitting YouTube, and they begin airing on television on September 6.
The Live in Your Moment campaign is all about Lincoln trying to sell not just the MKC to customers but also explain the brand's philosophy. It's one of the oldest luxury automakers around, but hasn't exactly had a glorious history, especially recently. Based on these first ads, we can see that there's a definite focus on philosophizing rather than focusing on the crossover. At times, McConaughey seems just a mustache and a mangled beer can away from reprising his role from True Detective.
The first ad (above) is simply titled Intro and sets the mood and concept for the whole campaign. Bull has McConaughey talking to a longhorn in the middle of a road, and I Just Like It has him explaining his affinity for the brand. Lincoln's full release is available below, and you can view the other ads by flipping through the playlist in the video player above.

SNL, Jim Carrey late to the Lincoln MKC ad spoof party

At this point, making fun of the Lincoln MKC ads starring Matthew McConaughey is getting pretty old, though apparently Lincoln loves it. The commercials have been airing for over a month, but Conan O'Brien, Ellen DeGeneres and even South Park have all taken their swipes at the spots with the smooth-talking actor monologuing about his new luxury crossover. Saturday Night Live might have finally killed the joke in its recent episode featuring Jim Carrey.
The problem certainly isn't that Carrey does a bad job in the spoofs, and he actually pulls off a pretty good McConaughey impression. They start out as pretty direct mimicry and slowly evolve into the absurd, including cracks at McConaughey's acting career and the way he rubs his thumb and finger together. Carrey certainly raises at least a chuckle at times, though.
However, the comedian's engaging performance can't take away from the fact that SNL has arriving to this mocking party pretty late in the game. The jokes just don't feel fresh anymore, so hopefully these ads put the final nails in the coffin for the riffs - at least until the next batch of Lincoln ads arrive.

Lincoln MKX Concept goes for the gold in Beijing

We've now seen the Lincoln MKX Concept in the metal, and we've shot it with the lenses of our own DSLR cameras. And we have to say, our opinion of the concept's design language has improved over our initial reaction. Yes, it's clear that this MKX shares its underpinnings with those of the Ford Edge Concept that we saw in LA, but the changes made by Lincoln stylists are a welcome departure from the angular lines of its corporate cousin from The Blue Oval.
We like the subtlety of the MKX Concept's front fascia, and the lighting elements both front and rear lend a luxurious quality to the crossover's typical two-box proportions. When combined with the smaller MKC that was shown in production form late last year, it's clear to see that Lincoln has a specific design direction that at least seems visually capable of setting it apart from the Ford models with which the brand shares its platforms. Here's hoping there are some Lincoln-specific upgrades underhood...
Have a look at our image gallery of live photos from Beijing above, reread the press release below, and feel free to let us know what you think.