And that's an example of a great relationship. It’s sort of worked out to where I became synonymous with Lincoln,” he says.
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The the Oscar winner showed up like a modern day clean-living Marlborough Man, and the commercials have become a hit series of their own, even made into parodies - probably most famously by Jim Carrey on SNL. Lincoln announced the partnership in 2014. And then every time I'll be in my Lincoln wherever I go, that’s sort of when people go ‘I knew it! I knew you drove a Lincoln, McConaughey! Of course you're in the Lincoln!’ And I'm like, ‘Damn right I am." Even before I was working with Lincoln Motor Company I had Lincolns. “Like, ‘Oh yeah, that's the only thing I drive, only thing I've been driving. “The common questions, you know, "You drive Lincoln?" he says. “What do people ask you most about the Lincoln brand?” When my question pops up after the panel discussion, he answers.
It’s a badge he proudly wears, and supports with endless driving metaphors. It’s probably why Lincoln executives profess their appreciation for how he has uplifted the brand. Soothing? Corny? Hilarious? Unforgettable? Genuine? All of this.
It’s this effect that have made his series of commercials with Lincoln Motor Company so damn compelling. He’s on message, without even trying, in his matter-of-fact style. “If you create your rituals in a bit of a structure, in a schedule for yourself, all that stress becomes nothing, because it's laid down in front of you and it's easier to see and navigate.”Īhh, Navigate, as in Navigator, the big soothing SUV made by Lincoln, as my subconscious makes the connection to McConaughey the shaman and McConaughey, the pitchman. He’s big on imposing daily structure to his family’s routine, what he repeatedly refers to as ritual. So, lean into this and the beauties that technology can bring us right now with this.”
And even when science catches up, that doesn't mean it's over. We may honestly have a three-year process here,” he says. We're not out of it by the end of the year. “I think we need to get ready for, in our mind anyway, hope for the best, but prepare for a longer journey here.
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So when he shares his philosophy on how to survive a pandemic, I leaned in close to listen. He and his wife Camila started the just keep livin foundation, to help at-risk high school students “make healthier mind, body, and spirit choices.” Last year he, became a professor of practice at the University of Texas in the Department of Radio-Television-Film, as well as Minister of Culture for the University of Texas and the City of Austin, where he still lives. McConaughey is an actor, but he’s just as comfortable serving as guide, leading people where they need to go. Again: go back to that forgiveness, that "It's OK," you know? I mean, this has gone on for a while and it'll go on for a while more.” I want to say this to everyone out there with families. “We have our days, and we have to allow our days. “But I think overall, we're feeling pretty good,” he says. He shared how he too was hunkered down with his family, and soaking in the time for building new hobbies with his kids, and yes, cooking more. He was quick to offer up his advice for getting by to the other panelists. Bushy green trees and blue sky framed his virtual background. He wore a kurta the color of a lemon meringue pie and wire-framed glasses. One friend told me that when her newborn had trouble falling asleep her go-to was Matthew’s bedtime stories on the Calm app to help him settle down. (Lincoln now offers Calm perks to its customers, including a one-year subscription through the Lincoln Way app.) McConaughey began narrating Calm stories back in 2018. The occasion of the panel marked the collaboration between two brands that McConaughey has touched with his comfortable drawl and sense of timing - Lincoln and the Calm.
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