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The Lincoln Motor Company introduces the first-ever Lincoln MKC ad campaign today featuring actor Matthew McConaughey. The Academy Award™ winner’s collaboration with Lincoln was announced last month.
The Lincoln Motor Company introduces the first-ever Lincoln MKC ad campaign today featuring actor Matthew McConaughey. The Academy Award™ winner’s collaboration with Lincoln was announced last month.

Trans-Canada Highway

Matthew McConaughey to star in five ads for a new Lincoln crossover Add to ...

Actor Matthew McConaughey will appear in five ads for Ford’s upscale Lincoln brand, said the company in a release. Three of the spots featuring the new 2015 MKC crossover debut today, with two more to broadcast on television starting September 6.

The second of four new vehicles Lincoln will introduce by 2016, the crossover will be built at Ford’s Louisville, KY assembly plant. The MKC, the company’s first small vehicle, will compete in the fastest-growing segment of the market. Small premium utility vehicles have had 600 per cent growth since 2008 and more growth is expected.

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The ad campaign, called “Live in your moment,” was directed by Nicolas Winding Refn and shot in Texas over a one-week period. In the ad spots, Academy Award winner McConaughey drives the vehicle and speaks about its features and handling, and his thoughts about Lincoln. Click here to watch the first three on YouTube.

The 2015 MKC went on sale in May. In Canada, it starts at $39,940. It has a 2.3-litre engine and its estimated fuel economy is 12.4 litres (city) and 9.0 litres (highway) per 100 km.

If you have questions for Jason Tchir about driving or car maintenance, please write to globedrive@globeandmail.com.

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