Every time Lincoln launches a new car it means Matthew McConaughey gets contemplative and philosophical in the commercial for said vehicle.
The ad campaign for the 2019 Nautilus midsize crossover naturally features the actor who shows a new facet of his personality: that of a trick-shot pool artist. Titled “Ultimate Control,” the commercial uses billiards and trick shots to illustrate technologies offered by the Lincoln Co-Pilot360, the standard driver-assist package that bundles features previously available only as separate options.
Said features are not that easy to illustrate so the team behind the campaign thought about making an analogy between the 2019 Nautilus’ technologies and billiards. In the metaphorical spot, the pool table is the road, the cue ball is the 2019 Nautilus, and the 8-ball is an obstacle the Lincoln manages to avoid.
As Matthew McConaughey hits the cue ball, it swerves smoothly behind the 8-ball, then makes a steady left before gliding back to its original path. A voice in the background is heard saying “I’ve never seen that before,” causing McConaughey to have a flashback of his drive in the Lincoln Nautilus, more specifically the moment it managed to evade an unseen obstacle in the roadway before returning to its original path.
While the McConaughey commercial will air on TV, a second spot titled “Control on Cue” will continue the campaign on social media. The video features trick-shot pool artist Steve Markle showing a variety of shots that illustrate the technologies of the Lincoln Co-Pilot360 package. Chances are you’ll find the second video much more entertaining than the TV ad.