Today Lincoln revealed the brand’s launch campaign for the redesigned 2017 MKZ sedan. Of course, the ad campaign is centered around brand spokesman and actor Matthew McConaughey. All of the ads carry the theme and tagline, “It’s like that.”

The message, according to Lincoln, is said to portray the exhilaration of driving. All of the ads feature a silent McConaughey engaging in some sort of activity (such as shaving), then ending with him driving the new MKZ. Each spot is 30 seconds and will be used both on television and in digital campaigns.

Exhilaration isn’t exactly a far-reaching image for the new MKZ. Powered by an optional 400 horsepower twin-turbo V-6, the sedan certainly has the potential increase one’s heart rate while behind the wheel.

Lincoln is betting on the revamped MKZ to bring new, younger buyers to Lincoln showrooms. So far the brand’s sales are up 17.1-percent in 2016, however that has been almost exclusively due to sales of the MKC and MKX crossovers. Joining the new Continental later this year, the MKZ is Lincoln’s effort to bring some life back into Lincoln sedans.

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