Following the critical success of the movie The Lincoln Lawyer, Matthew McConaughey has been approached by car manufacturers Ford to front its new advertising campaign. The company is hoping to sell its brand to younger consumers.

The Lincoln Lawyer
Matthew Mcconaughey will feature in the new ad campaign for Ford's Lincoln model

Ford is hoping to inject new life into its flagging model by slipstreaming the ‘McConaissance’ phenomenon, which has seen the previously ridiculed actor completely reverse his professional reputation and public perception.

The 44 year old actor will appear next month in an advert introducing Lincoln’s MKC sport-utility vehicle. The endorsement deal is a 2-year collaboration where the actor “invites viewers to experience the vehicle through unscripted moments,” according to Ford. Nicolas Winding Refn, who won best director at Cannes for Drive back in 2011, will direct the advert.

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The Lincoln model, which is Ford’s luxury line, is regarded as rather old-fashioned and has suffered a 65% drop in sales since 1990. Ford has overhauled the model to the tune of $1 billion to introduce the MKC, aimed at ‘young strivers’ and starting in price at $33,995, the lowest price among luxury compact SUVs.

Watch the Lincoln Lawyer trailer:

Michelle Krebs, a senior analyst working for researcher, said “the MKC is the most promising product they have and they’re looking for a way to break through. Matthew McConaughey is contemporary and he’s hot right now.”

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But this isn’t the first time that Ford has attempted to revive the Lincoln by getting a fresh new face on board. Four years ago, the Lincoln campaign was fronted by ‘Mad Men’’s John Slattery, but it didn’t translate into increased sales.

In The Lincoln Lawyer, McConaughey plays a lawyer who runs his operation from the back of a chauffeur-driven Ford Lincoln. That role was just one of many he’s taken in the last four years, including Dallas Buyers Club and The Wolf of Wall Street. He also plays detective Rustin Cohle in the HBO crime series ‘True Detective’.