Academy Award-winning cinematographer Wally Pfister shot the ad in Iceland.
Matthew McConaughey slides behind the wheel and enjoys the backseat of Lincoln’s flagship 2017 Continental sedan in the brand’s latest commercial with the Oscar-winning actor. Like with the earlier spots, the new ad with the title “Crafted” allows some of McConaughey personality to shine through while showing off the vehicle’s features. The model's campaign called “That’s Continental” begins airing December 31.
Set on a vast expanse of water, the 60-second spot opens with McConaughey admiring the Continental. After showing off the sedan’s design, the actor gets inside, and things start to get a little weird. From the driver’s seat, McConaughey talks to his doppelgänger enjoying the amenities for rear occupants. A rapid series of cuts then shows the star playing with the interior like beating on the steering wheel and opening the center console storage compartment.
While this commercial doesn’t have the quirkiness of McConaughey's much-parodied ads for the MKC, it does a good job of showing off the Continental to buyers that might not be familiar with the luxury sedan. The spot focuses on the four door’s amenities, but a mention of the available 3.0-liter biturbo V6 with 400 horsepower (298 kilowatts) and 400 pound-feet (542 Newton-meters) of torque might get the attention of a few more potential customers.
“Crafted” is part of a multi-commercial ad campaign that McConaughey is doing for the Continental. The spot “Entrance” highlights the model’s front end. Academy Award-winning cinematographer Wally Pfister (The Dark Knight, Inception) principally shot the ads in Iceland.
The Continental has only been on sale for a few months, and Lincoln has delivered 3,416 of them through November 2016, including 1,419 just in that month. Prices for them start at $45,485 (including $925 destination), and the top-end Black Label trim like in this commercial begins at $63,840. Base models use a 3.7-liter naturally aspirated V6 with 305 hp (227 kW), but most buyers would likely opt for the 2.7-liter EcoBoost turbocharged V6 with 335 hp (250 kW). The aforementioned 400-hp powerplant is an option on the Reserve and Black Label models. All-wheel drive is also available throughout the range. Ticking every possibly box takes the model’s cost above $80,000.
Gallery: Matthew McConaughey Lincoln Continental Commercial
Lincoln Uses Beauty, Drama and Authenticity for New Continental Campaign with Matthew McConaughey
Ø The Lincoln Motor Company traveled to Iceland to shoot new television spots for its flagship vehicle, the 2017 Lincoln Continental
Ø The pieces – directed by Academy Award-winning cinematographer Wally Pfister – vary in tone
Ø Timeless, elegant, luxuriously quiet Lincoln Continental offers first-class travel
DEARBORN, Mich., Dec. 19, 2016 – The Lincoln Motor Company traveled to the edge of the Earth to find a backdrop dazzling enough to introduce its timeless, elegant flagship vehicle – the all-new 2017 Lincoln Continental.
“Entrance,” a new TV spot for the “That’s Continental” campaign featuring Matthew McConaughey, was shot on a shimmering glacial plain about 160 miles from Reykjavík, Iceland, with black sand and shallow water offset by a stunning, stark horizon.
This new ad campaign is incredibly important to Lincoln. “It’s fresh, contemporary and very visual,” says John Emmert, group marketing manager, The Lincoln Motor Company.
“While many are familiar with the Continental nameplate, we wanted them to see our all-new flagship in a whole new way,” he continues. “A car as iconic as Continental could only be shot in a unique locale – one not familiar to viewers.”
The ads were directed by acclaimed cinematographer Wally Pfister, known for “The Dark Knight” and “The Dark Knight Rises.” Pfister’s work on “Inception” landed him an Academy Award in 2011.
The Icelandic terrain provides an unforgettable framework for such an impressive car, says Jon Pearce, global chief creative officer for Hudson Rouge.
The conditions were extreme, he recalls, with the crew conducting shoots in raw, unpredictable temperatures and driving rain. But then rainbows would light up the sky. “The clouds would break, the winds would die down, and it would become absolutely beautiful,” says Pearce.
“Entrance” is one of several unconventional spots featuring McConaughey, each of which highlights a distinct quality of the Lincoln Continental. This piece showcases a dramatic, sweeping view of the front of the flagship vehicle.
Some segments of “That’s Continental” were shot in Los Angeles.
“Crafted,” another piece in the campaign, offers a wry take on nontraditional storytelling. And for the first time in a Lincoln ad, McConaughey is featured in the back seat to showcase some of the rear seat amenities available for Continental, including a chauffeur switch. The feature allows a passenger in the rear to move the front passenger seat forward for extra legroom.
Each narrative stands alone, says Emmert, but a common thread throughout deconstructs any preconceived notions viewers may hold about Lincoln – and the all-new Continental.
“That’s Continental” will begin airing Dec. 31.
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