Nicolas Winding Refn of Skunk directed this spot, part of a package starring Oscar-winning actor Matthew McConaughey, promoting the first Lincoln MKC.
Out of New York agency Hudson Rouge, the MKC spots are part of Lincoln’s “Live in Your Moment” campaign. McConaughey is seen driving the MKC, a vehicle with power and interior quietness that creates a special driving environment in which individuals can savor, reflect and organize their thoughts.
McConaughey captures the essence of ”Live in Your Moment” in an authentic conversational manner, with most of the ads following his internal dialogue as he navigates the open road, enjoying his time behind the wheel.
In this online spot, McConaughey’s MKC comes to a stop for a large bull standing in the middle of the road.
Credits
Client Lincoln Agency Hudson Rouge, New York Jon Pearce, executive VP, global chief creative officer; Adam Flanagan, sr. art director; Griffin Creech, copywriter; John Shirley, art director; Sherri Levy, sr. VP, head of integrated production; Joyce Lee, associate producer. Production Skunk Nicolas Winding Refn, director; Matt Factor, managing partner/exec producer; Shelly Townsend, exec producer; Benoit Debie, DP. Editorial Rock Paper Scissors Matt Newman, editor; Chris Mitchell, assistant editor; Eve Kornblum, exec producer; Jenny Greenfield, producer. Visual Effects The Mill New York Alex Fitzgerald, producer; Kathy Siegal, shoot supervisor; Iwan Zwarts, 2D lead artist; Yoon-Sun Bae, Rob Meade, Danny Morris, Burtis Scott, Krissy Nordella, Anne Trotman, 2D artists. Post Company 3 Tom Poole, colorist. Audio Post Sound Lounge Tom Jucarone, mixer. Music Cliff Martinez
In this Super Bowl :30 for Reese’s Chocolate Lava Big Cup--directed by Matias & Mathias of Epoch Films for agency Erich & Kallman--a concerned park ranger reports live from the site of an active volcano where Reese’s fans are going to extreme lengths to get their hands and taste buds on the lava flow.
As passion builds, a team of park rangers rein in the mayhem--saving grandma from scootering into the hot flowing molten lava--and try to clear up the confusion: “Don‘t eat lava. Eat ooey-gooey Chocolate Lava.”
“There’s nothing better than seeing our fans go wild over new flavor additions to the classic Reese’s chocolate and peanut butter combo,” said Ryan Riess, VP of brand strategy and creative development, The Hershey Company. “The Big Game is the perfect stage to showcase our fan’s energy – whether that be from the top of a volcano or on the couch during football Sunday.”
In a joint statement, directors Matias & Mathias said of the “Don’t Eat Lava” spot, “Although the characters’ obsession with Reese’s Chocolate Lava Big Cups is completely realistic and very easy to identify with, our favorite part of this project was seeing all the talented people we got to work with become obsessed with making the lava flows of our dreams become a reality.”
