Lincoln's "Matthew" campaign is great at getting the brand noticed and considered but has never really communicated anything specific about each vehicle. For the launch of the Nautilus, we were able to address that opportunity without losing the magic that makes the campaign so alluring. 

The New Nautilus contains the most advanced Driver Assist Technology ever seen in a Lincoln, but compared to Tesla's self-driving Autopilot and Cadillac's Super Cruise hands-free system our tech risked seeming lackluster. Furthermore, luxury and non-luxury auto brands alike were all demonstrating their technology using the same approach: showing children and deer wandering into the road before the car brakes automatically, much to everyone’s relief.

We needed to find a different way. 

We identified a large segment of drivers who are scared of innovative autonomous systems and are uncomfortable with safety systems (like lane-keeping) because they take control away from the driver. However, they are interested in tech that helps them be in total control of their vehicle.

Therefore we positioned the Nautilus as a more human smart-car that puts you in complete control. 

This idea was bought to life using billiard trick-shots as a metaphor of ultimate control, with billiard balls acting like vehicles moving exactly as the player wants. For TV, YouTube and Social, Matthew McConaughey performs a “never seen before” trick-shot while at a party to introduce the new nameplate in his own inimitable style. This was then followed with long and short-form content of our professional trick-shot specialist performing a series of hypnotic shots to demonstrate each safety feature in a distinctive, memorable and engaging way. Our website experience continued the story, describing the safety technology and key features in detail.

The ‘Ultimate Control’ video became AdAge Editor’s Pick and featured in the Top 5 YouTube Ad Leaderboard, (which is calculated based on content viewers most actively spend time watching and engaging with), before being awarded Best Integrated Campaign by MediaPost Marketing Automotive Awards.