I don't normally like to tell you how to spend your free time, but I'm going to make an exception for Matthew McConaughey's new Lincoln MKC ad campaign. You're thinking, wait, are you recommending that I stop what I'm doing and watch a car commercial, and yes, that is exactly what I'm saying. There are three ads so far, and one in particular is absolutely worth the short viewing time.
The ads were created by the amazingly talented Drive director Nicolas Winding Refn, and all I can say is McConaughey plus Refn aren't just two names that are nearly impossible to spell correctly on the first try, they're two great tastes that taste great together. The spot titled "Bull" is so bizarrely compelling, I've already watched it three times this morning, and my new goal in life is to be able to sling out a casual finger-point with half the cool McConaughey can.
Lincoln's three spots are titled "Intro," "I Just Liked It," and "Bull." "Intro" will likely remind you of Drive, with its super-saturated night skylines and bokeh drifting by as McConaughey grips the wheel. "I Just Liked It" features McConaughey getting all Hipster Ariel about his love for Lincoln and explaining why he's always been a fan (HUGE spoiler from the 22-second mark: he just liked it).
Those ads are pretty good, but I wouldn't bother to call them out if it wasn't for "Bull." This one is extra special, because ... well, just take a look:
I don't even know where to start with how great this is. For one thing, it's like we got to briefly revisit Rust Cohle from True Detective. For another thing, the line "1,800 pounds of do whatever the heck I want" is like a delicious candy I want to suck on all day long. And the finger point. THE FINGER POINT.
What a pitch-perfect ad that feels like a natural fit with the actor and was immensely enjoyable to watch. It immediately made me think of that insane Brad Pitt commercial, which is sort of equally gripping for exactly the opposite reasons:
Well played, Lincoln.
Be honest, did you try the McConaughey "Take the long way, huh" Finger Point™ after watching this ad?
Image via Lincoln