Actor Matthew McConaughey is getting behind the wheel of another Lincoln, the redesigned MKX crossover, for a series of commercials set to run next month.
Ford's luxury brand has not revealed how many commercials it will make, but Lincoln spokesman Stephane Cesareo said it would be a multiplatform campaign. National Football League games are included in broadcast plans, according to the Detroit Free Press.
The campaign is scheduled to start Sept. 12.
"We started a collaboration with Matthew McConaughey last year, and it is working very well," Mr. Cesareo said.
Lincoln first featured the actor in ads for the smaller MKC crossover in September 2014, and the top three commercials have been viewed a combined 6.4 million times on YouTube. The brand's sales jumped 25% during the campaign's first month.
The ads, created by agency Hudson Rouge, inspired parodies from many, including actor Jim Carrey on "Saturday Night Live" and cops at the Cedar Hill Police Department in Texas. Comedian and TV host Ellen DeGeneres created her own spoof, in which she cracks jokes from the back seat of McConaughey's MKC. Her video has over 6.6 million views on YouTube.
"It was an interesting development for the brand," Mr. Cesareo said of the popular videos.
When asked whether the next round of commercials would similarly entice celebrities to make spoofs, though, Mr. Cesareo explained that Lincoln does not want to do the same thing every time.
John Emmert, group marketing manager for Lincoln, told the Free Press that the new ads will focus on the technology and beauty of the vehicle.
The MKX has an assortment of new features that are expected to help increase sales. Pre-collision assist, a Revel audio system and a 2.7-liter EcoBoost V6 engine are all available on the 2016 model.
"The MKC and MKX are for different customers, so we need different approaches," Mr. Cesareo said. "The MKX is an important product for Lincoln, and we expect it to continue to grow."
Mr. McConaughey also appeared in commercials for the MKZ sedan earlier this year, though few comedians -- or car shoppers -- seemed to have noticed. The MKZ's U.S. sales dropped 18% through July.
--Anne Boniface is a reporter for Automotive News.