The Lincoln Navigator has always been a vehicle that is equal parts swagger and practicality. Its drivers see themselves as protectors of their clans, but also as competitors who succeed in life.
To convey this “master of your domain” attitude, we focused on two narratives with Matthew McConaughey that lean into the sensory. The first is a solitary journey to unchartered places. The Navigator, transported by ferry, is delivered to a remote island where it can explore under its own ample power.
In the second, a layered, rhythmic soundtrack composed by Nine Inch Nails alum Atticus Ross drives a simple story where Matthew anticipates, and appreciates, the arrival of a speeding freight train.