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2020 Lincoln Aviator Goes Ice Fishing With Matthew McConaughey: Video

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Lincoln and Matthew McConaughey have been working together for years with ads for the Lincoln line of luxury vehicles. In May, we talked about a commercial he was in that saw McConaughey finding the perfect rhythm. This time out, the actor is out in the frozen wilds doing a little ice fishing.

The commercial starts with McConaughey sitting behind the wheel of the 2020 Lincoln Aviator and cranking the heat to the max as he gets ready to step outside. He opens the trunk and takes out an ice drill.

He walks out onto the frozen lake, bores a hole, and sets a gizmo for automatically catching the fish. McConaughey walks back to the warm 2020 Lincoln Aviator and mumbles, “Beats jiggin’ in a shanty,” as he sits in the Aviator and sketches in his book. As time passes, he looks at the fishing hole and sees he has a fish on the line. The commercial ends with him whistling the Andy Griffith Show theme as he walks the ice to get his fish.

The commercial is well made and was produced by Hudson Rouge. The cinematographer and director is Lance Acord, known for movies like “Lost in Translation” and some cool commercials from 2019, including the “E.T.: A Holiday Reunion” spot. Lincoln’s Eric Peterson says that the ad is all about telling the story of how Lincoln’s approach to its clients and vehicles is different.

Peterson says that no matter the activity or environment, the Aviator “provides a serene sanctuary” with luxurious amenities and more. Lincoln is launching the spot tomorrow on youTube and is having a Twitter takeover. The broadcast debut for the commercial will be during the college football playoffs with the Peach Bowl at 4 p.m. EST on ESPN.

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Written by Shane McGlaun

Shane is a car guy with a fondness for Mustangs and off-roading.

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  1. ” …. honey, Fred and me are going ice fishing this weekend, up in the mountains.
    Do you care if I go buy a $68,000 luxury vehicle, then bring it home smelling like carp? ….”

  2. Ummm smells a little fishy to me since there are political comments currently surrounding Ronnie Howard. Coincidence? 😉

  3. It’s not better than a shanty…not even close. Besides, he’s gonna want to shut off the engine to stop breathing in the fumes from the tail pipe. Isn’t running an engine like that bad for the engine and environment?

  4. The filming location for this commercial is Upper Kananaskis Lake in Alberta Canada. It is in the Canadian Rockies southwest of Calgary and 100 miles north of the Montana border.

  5. Look close. You see Matt sitting in the Lincoln. This is the only segment in the spot he is actually recognizable. I suspect his visual segment was filmed in a studio set. The remainder of the commercial may have been shot on-site or perhaps not.

  6. I have only seen a short version of this ad, and it makes absolutely no sense. He cranks up the temp, sits in the back, takes his gloves off (huh?), starts whistling, or at least you hear the whistling, he is using binoculars, some sort of red stick pops a flag, and he walks to the edge of the lake. You cannot tell that the red stick is on the lake. It comes across as a signal-response: I whistle, I wait, someone who knows the signal responds with this little flag, I leave my car and walk to the lake. Thanks for filling in the considerable blanks.

  7. The last time I saw someone walk and whistle to a tip up that just flagged is ZERO. I’m surprised he didn’t use a drone to check it.

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