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

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Matthew McConaughey wends his way to an 1,800 pound impasse with one message: take the long way around.

iSpot Review - April 3, 2018

Lincoln's third early commercial work with Matthew McConaughey is simple, yet surreal.

It is a quirky scene that lets McConaughey's engaging eccentricities shine. He's talking to a bull, he's recognizing the bull by name and he's appearing to communicate telepathically with the bull.

"Bull" seems most poised to earn viral traffic to the video online. It is weird, unexpectedly funny and has some impressive subtle acting from McConaughey.

Finally, it executes the sense of "story" very well. It's clear that McConaughey has been driving a long time. He's grittier. His hair is tussled. And he's tossed the jacket and tie that he wore while driving in the second commercial.

Still, the story isn't finished, and this can be tricky in TV advertising; but with McConaughey the brand has a celebrity that an audience is likely to follow across multiple creative pieces to see where the story leads.