"Saturday Night Live" was the latest to parody Lincoln Motor Co.'s newest MKC ads featuring Oscar-winner Matthew McConaughey, Michael Martinez writes in The Detroit News.
Like previous spoofs by Conan O'Brien, Ellen DeGeneres and "South Park," "Saturday Night Live" poked fun at McConaughey's serious, philosophical musings. It took shots at Lincoln's reputation as a brand for old people.
Experts tell Martinez that the car-ad parodies automakers is usually good.
While certainly not on-message — DeGeneres's skit has a reference to marijuana-laced brownies — Lincoln is welcoming the unexpected coverage, at least publicly. A spokesman said it's helped expose the brand to a much more diverse audience, and market research firms agree the attention has dramatically increased brand awareness among younger age groups.
Lincoln spokesman Stephane Cesareo said all the parodies weren't expected, but Lincoln is making the best of them.
"We designed the campaign for the MKC to be able to create mass awareness about the vehicle," Cesareo said in an interview. "We're pleased by this additional coverage."
