2015 Lincoln MKC TV Spot, 'Intro' Featuring Matthew McConaughey

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You can never go back? Yeah, sure, but sometimes you've got to if you want to move forward. All you need is the right attitude.

iSpot Review - September 5, 2014

In this first ad from Lincoln's partnership with Matthew McConaughey, McConaughey is driving through a city nightscape and waxing philosophic about going back to where you've been to see where you're going.

Not much is visually unique about the spot. Like other auto ads, there are pretty city lights, a pretty car and a pretty quite highway. What is unique, is the evocative score that broods and lingers, just as the copy McConaughey recites.

The closing tagline and hashtag, "Live in the Moment," reveals the overarching campaign strategy. If this were the only ad in the campaign, there would seem to be a disconnect between the slogan and the copy about going back; but the other two TV commercials that follow in the campaign illustrates a longer story that may very well conclude with telling the audience what it means to live in the moment.