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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.

Lincoln's second, more traditional, Super Bowl commercial

For its second Super Bowl commercial, Lincoln Motor Company has stepped away from the Max Ernst-ian surrealism of the "Steer the Script" spot. No Germans, no turtles, no aliens nor alpacas this time, just a 30-second run through the ways in which Lincoln sees the 2013 MKZ as a rebirth of the brand and everything a luxury consumer would want.
The kind of traditional spot that could run any time of year, the only question we had after watching it was: "Wait - was that... Abraham Lincoln?" Along with the press release from Lincoln, you can view the spot below.
If you want a deeper look and criticism into Lincoln's "Steer The Script," ad, have a read of AOL Autos' column: Lincoln's Super Bowl Ad is a Flop, written by Pete Bigelow.

Lincoln poised to double MKZ Hybrid production

The Lincoln MKZ Hybrid has been something of a hit for Ford since the beginning, exceeding the company's modest projected 15-percent take rate for more than two years (we say "modest" because that still means an overwhelming majority of Lincoln customers are passing up on the gas-electric powertrain even though it costs the same as the standard model). Either way, Lincoln builds 700 MKZ Hybrids at its plant in Mexico each month, but has sold 715 of them in each of the past three months. That's why, according to a report in The Detroit News, when the restyled 2014 MKZ Hybrid arrives (non-hybrid pictured), Ford is doubling production compared to 2013. Instead of the hybrid model being 20 percent of production, the new hybrid will make up 40 percent.
Ford is doing well with hybrids in general - its portion of the electrified vehicle segment jumping 12 points in a single year to 16 percent. Assuming Ford doesn't change the pricing strategy (along with the changes Ford is making to calibration to improve fuel economy), the sedan could continue to "[show] other luxury hybrids how it's done" when it goes on sale later this year.