We took the brand’s main problem – the fact that most people don’t drive a Lincoln – and turned it on its head.

Most people don’t drive a Lincoln.

We took the brand’s main problem – the fact that most people don’t drive a Lincoln – and turned it on its head. We gave the line a new meaning, implying that there are great secrets most people don’t know about. You have to drive a Lincoln to be in the know. Set in a surreal world, and narrated by Matthew McConaughey, these spots juxtapose ordinary objects with a Lincoln owner’s perception of the same objects.