A couple of years back, Lincoln unveiled a range of commercials starring the renowned Texan and former bongo enthusiast Matthew McConaughey, delivering a series of motivational sayings about transformation. Cruising around in the then-new Lincoln MKC crossover, McConaughey navigated through an empty cityscape, gazing into the distance and reflecting on the concept of home. This peculiar advertising approach generated a mix of perplexed expressions, sparking parodies. Nevertheless, in the realm of marketing, any attention is considered beneficial. Riding on this surge of sincere mysticism, Lincoln experienced a spike in sales, witnessing a 16 percent sales increase by the conclusion of 2014, akin to the widespread popularity observed at The Globe Theatre.
Presently, the one-time romantic comedy star, accompanied by his relaxed demeanor, has made a comeback, endorsing Lincoln’s MKZ, a mid-sized luxury vehicle based on the Fusion. While dialing down the soliloquies, they have increased the cinematic shots emphasizing McConaughey’s weathered countenance. Fortunately, the weirdness factor remains intact.
The initial ad, titled “Shave,” showcases scenes of a vintage straight edge razor scraping across McConaughey’s face interwoven with the MKX maneuvering through rainy mountainous roads. While acknowledging the sound editor—who expertly captured the grating sound of metal against skin with unsettling precision—this ad is somewhat disturbing. Those familiar with Melville’s Benito Cereno or the musical Sweeney Todd may find it difficult to remain calm. It exudes an aura of eeriness. Additionally, the comparison is peculiar since the front of the MKC resembles not a straight edge razor, but more closely resembles an electric shaver.
