Capturing Matthew’s voice and attitude and creating a point-of-view for Lincoln, has always been the focus of the partnership.

The campaign for the MKZ relies upon evocative, visceral imagery in distinct situations, rather than words, to create the feeling “It’s Like That.” Rather than telling you what the car can do, Matthew conveys what it feels like to drive a 400-horsepower MKZ.

Relaunching Lincoln’s flagship Continental required a different approach. The Lincoln designers and engineers had crafted a true executive class sedan that rivals any vehicle in its class. But to prove that the Continental was “worth it”, we depicted him driving it backwards, at top speed, then executing a perfect J-turn on a shallow water flood plane. The other commercial depicted him in a more contemplative mood, examining some of the thoughtful details of the Continental, including a clever dialogue between two Matthews: in the front and back seat.

The execution of launch work for both Lincoln MKZ and the reintroduction of Lincoln Continental was leveraged around the world across broadcast, social and print.

•We launched the MKZ strategically-timed with the programming finales in May 2016 in the US and end-of-season programming in Canada in order to build awareness of the MKZ vehicle updates prior to summer season. Most recently we were able to launch MKZ in the Middle East leveraging the “Midnight” spot to include specific Arabic call to actions to entice local audiences to come to Middle East dealerships.

•We launched Continental with heavy rotation at the beginning of 2017. Media timing built off a solidly delivered pre-launch campaign that built demand and excitement for the new vehicle. Since the launch, the broadcast has rolled out in South Korea, Mexico and the Middle East, building a single voice behind the launch for all of

This partnership reached millions of people via TV, OLA and Social. Lincoln and Matthew enjoyed additional coverage through organic press coverage, YouTube and TV spoofs, and social shares.

As Lincoln and Matthew remained part of the mainstream chatter, Lincoln enjoyed an 11.5% sales increase for the year. No small feat in a 2016 luxury automobile market, where many key competitors saw sales declines (Cadillac -3%, BMW -10.5%, Lexus -3.9%, Acura -8.9%). 2017 is also off to a strong start, with the Continental bypassing its sales objective each month so far, and named the #3 best-selling luxury sedan in its class for the US.