Lincoln Claims That All Those McConaughey Spoofs Are Great for Business

You’re not the only one still trying to figure out what the hell those Matthew McConaughey Lincoln ads were all about.

A few comedians found them odd enough to inspire a parody — and in another version of that endless cliche “all publicity is good publicity”, both marketers at the parent company and salespeople on the ground floor tell Automotive News that the mockery is good for business.

As a reminder, here’s the Ellen Degeneres take on the campaign:

So four million views there. And Conan O’Brien after the jump.

Conan used McConaughey’s own True Detective dialogue, but both make the same point: those ads were a bit too self-consciously odd for most viewers.

Now here’s a quote from Jon Pearce, lead creative on the original ads themselves:

“Just to get out into the public mind with parodies says you’ve achieved a certain amount of notoriety.

It’s hard to put a dollar amount on earned media. We couldn’t ask for better.”

So the spoofs heightened interest in the ads, which increased awareness of the brand itself. And increased brand awareness led to…

“Lincoln brand consideration on for the week ended Sept. 21 was 1.6 percent, up from 1.2 percent the previous week, representing a roughly 31 percent lift in consideration.

The shopping traffic was the highest it has been all year.”

Other experts call the ads “great publicity pieces for Matthew McConaughey and not much more”, but anything that can get a few more people to think about the Lincoln brand is good news for the automaker.

McConaughey signed a two-year contract, so as viewers we can only hope that comedians and video makers come up with some different takes on the campaign. No one likes stale jokes…right, John Mulaney?

@PatrickCoffee Patrick Coffee is a senior editor for Adweek.