Matthew McConaughey to continue his appearances in Lincoln advertising effort image

The Oscar winning actor will again be featured in an entirely new advertising campaign dedicated to the 2016 Lincoln MKX mid-size crossover that has just reached US showrooms and is now headed to China as well.

McConaughey, who last year signed a multi-year agreement with Ford’s luxury brand will continue to be the brand ambassador in the new campaign that is scheduled to debut on September 12, with the broadcasting effort including National Football League games, according to John Emmert, group marketing manager for Lincoln. The actor first showed his Lincoln-related skills in an ad in September 2014 and his appearances were soon the inspiration for numerous high-profile parodies that generated even more buzz. Lincoln knew it made a winning move soon after: deliveries of the brand jumped 25 percent in the month following the first ads.

For the MKX, Emmert claims the ads will be in a different tone. “They are not as introspective. They dial up the swagger factor.” The campaign will focus on the model’s technology and design, being an all-new vehicle and bringing improvements across the board – from ride to looks. Its main competitors will be the Cadillac SRX, Lexus RX and the Infiniti QX70, added Emmert. Production of the model started back in June and dealerships will have a full stock by early September, the executive added. Under the hood the model comes with either the twin-turbocharged 2.7-liter V6 taken from the Ford F-150 pickup or the 3.5-liter V6.