DEARBORN, MI - The oft-parodied advertising campaign for Lincoln Motor Company is gearing back up for another round.
Ads featuring Oscar-winning actor Matthew McConaughey will debut this weekend during various football games.
According to a release from Lincoln, the "well-received" spots from last year have inspired a new series of adds focusing on the new Lincoln MKC small utility, the Lincoln MKZ and the Lincoln MKZ Hybrid.
"We've evolved this new campaign for the Lincoln MKX to include a story arc that unfolds over the course of three television spots," John Emmert, group marketing manager for Lincoln, said. "If the audience wants to learn more, they can visit Lincoln.com to access further content that tells the story in more detail."
The ads will keep with the theme "The Feeling Stays With You", and will have "various characters who add depth to the stories through their interaction with McConaughey."
They'll be directed by Gus Van Sant.
According to a release, audiences will be able to further explore the ads on Lincoln's home page to learn about the character's backgrounds.
The release indicates that the ads tell the story of an evening.
"What appeals to me about this new series of ads is that while the overall Lincoln message remains consistent, the way it is delivered continues to evolve," McConaughey said. "It's exciting to have the freedom to explore and create new narratives."
Ian Thibodeau is the business and development reporter for MLive Media Group in Detroit. He can be reached at ithibode@mlive.com, or follow him on Twitter.