Clouds of exotic pink and purple smoke fill the screen as Lincoln Aviator deftly maneuvers through the opening scene of a new campaign spot for the brand’s all-new luxury SUV.
A southern-tinged voice rises above a dramatic original score performed by the Detroit Symphony Orchestra, speaking to a feeding frenzy that is ostensibly today’s competitive luxury automotive industry: “Performance comes in lots of flavors,” says Matthew McConaughey, alluding to the amped-up, over-tuned excesses proliferating in the market.

At that point, Aviator breaks free from the fray: “Then there’s performance that just leaves you feeling better as a result,” McConaughey continues. “That’s the kind Lincoln’s about.”
The “Fresh Take” campaign for the all-new 2020 Lincoln Aviator – which launches tomorrow on multiple platforms – uses vivid color and surreal imagery to pique the interest of viewers, underscoring the brand’s definition of effortless performance.
“The name refers to our fresh take on movement and highlights how different we are from our competitors,” says Eric Peterson, Lincoln marketing communications manager. “We don’t focus on such aggressive, over-the-top performance. When you’re in a Lincoln Aviator, we want the whole experience to simply make you feel better.”
The piece was directed by Johan Renck, the award-winning Swedish director of TV shows like “Breaking Bad” and “The Walking Dead,” and most recently touted for the multi-nominated miniseries “Chernobyl.” It was produced by Hudson Rouge and for the first time, the spot features Lincoln spokesman McConaughey in a setting more surreal than realistic.
“We created an upfront scene that isn’t quite real,” says Jon Pearce, global chief creative officer, Hudson Rouge. “It’s picturesque, based in reality, but it represents this fray – a feeding frenzy of other brands’ obsessive focus on just performance.”
In comparison, he says, Lincoln’s Quiet Flight DNA breaks through the chaos, delivering on the brand’s tenets of beauty, gliding, human and a crafted sanctuary.
Campaign launch, nationwide tour
The “Fresh Take” campaign launching Saturday on multiple channels features digital-first Twitter and YouTube takeovers supported by the broadcast debut during the Notre Dame Football game, airing at 2:30 p.m. EDT on NBC. At the same time, Lincoln Aviator kicks off an 11-city tour of the United States that runs through November. Key cities for the experiential tour include Boston, Philadelphia, Washington, D.C., Atlanta, Chicago, Dallas, Houston, Miami, New York and Los Angeles.
In addition, Lincoln is the exclusive luxury automotive sponsor of Fox’s broadcast of the 71st annual Emmy Awards at 8 p.m. EDT Sunday, Sept. 22.
Luxury performance defined
The all-new 2020 Lincoln Aviator defines effortless luxury performance among premium SUVs, offering impressive power and capability combined with sleek elegance and intuitive technology.
Aviator offers two powertrains – a standard twin-turbocharged 3.0-liter V6 gas engine that delivers 400 horsepower and 415 ft.-lbs. of torque and the available Grand Touring hybrid powertrain takes performance levels even higher with an impressive 494 combined horsepower and best-in-class 630 combined ft.-lbs. of torque*.
Intuitive technologies and signature Lincoln features, like available Phone As A Key, Lincoln Co-Pilot360™ Plus, Lincoln drive modes and symphonic chimes all contribute to an effortless experience that’s easily personalized.
Categories: Aviator