Lincoln stepped up its advertising game Thursday by announcing Oscar-winning actor Matthew McConaughey had signed on to be the company's spokesman.
For the next two years, McConaughey will appear in a series of broadcast and digital ads for Ford's luxury division, which is in the middle of reinventing both its image and its vehicles after years of sagging sales.
"Now is the perfect opportunity to share to a wider audience what our brand offers," said Matt VanDyke, Lincoln's global head of marketing. "Matthew is the ideal personality to help us tell this story, and it is only the beginning of what we trust will be a fantastic relationship."
Lincoln's first spots with McConaughey will feature the actor in Lincoln's new MKC compact crossover, and will be directed by Nicolas Winding Refn, known for his film "Drive."
"The campaign's not screaming for attention," McConaughey said in a preview video released by Lincoln. "It's as much about the tone, the mood, the silent moments in between the words and in between the dialogue."
McConaughey joins other notable Hollywood actors who pitch for car companies. Jon Hamm voices Mercedes-Benz ads, James Spader has done work for Acura, which also sponsors Jerry Seinfeld's "Comedians in Cars Getting Coffee" Web series, and Jeff Bridges has been the voice of Hyundai for several years.
McConaughey's star is on the rise. He won an Academy Award for best actor this year for his role in "Dallas Buyers Club," and is considered a front-runner for an Emmy next week for his work in HBO's "True Detective." Fittingly, McConaughey also starred in a 2011 film called "Lincoln Lawyer," in which he played a defense attorney who worked out of the back seat of his Lincoln Town Car.