Matthew McConaughey Channels Rust Cohle for Weird Lincoln Ad

Weary-looking actor stares down bull, decides to "take the long way" in bizarre ad for Lincoln's 2015 MKC

If True Detective fans learned anything from the mysterious and philosophical Rust Cohle, it's that the universe is a meaningless black hole of misery. (Well, mostly.) That kind of depressing slogan won't sell any cars, but the Lincoln company still recruited Matthew McConaughey to play an eerily Cohle-esque character in their latest ad campaign for the 2015 MKC. 

The first of three brief clips, directed by Nicolas Winding Refn (Drive), finds a weary McConaughey staring down a massive bull named "Ol' Cyrus," described in a menacing Bayou grumble as "1,800 pounds of 'do whatever the heck I want.'" After contemplating his directional options, pseudo-Cohle decides to "take the long way" and thanks his nemesis for accidentally inspiring his scenic route trek. (As Slate suggests, the presence of Cyrus could be an homage to the bull McConaughey rides in 2013's Dallas Buyer's Club. It could also just be a bull for bull's sake.)

The second spot is noticeably less bizarre, with the actor talking about why he likes driving this line of vehicle – namely because...he "just liked it." "I've been driving a Lincoln since long before anybody paid me to drive one," he says, still employing that husky tune and distracted gaze.

The third and final clip is filled with amusing clichés that are assumedly connected to driving the sleek Lincoln MCK. "Sometimes you gotta go back to actually move forward," McConaughey says from behind the wheel, conjuring one of Cohle's long-winded interrogation rants. "I know there are those who say you can't go back. Yes, you can – just have to look in the right place."

McConaughey earned massive acclaim for his work on the acclaimed HBO series (despite losing Best Actor to Bryan Cranston at this year's Emmy Awards). Nonetheless, the actor won't be reprising his role for Season Two, which will feature an all-new cast. Back in July, creator Nic Pizzolatto told The Daily Beast that his second installment will focus on "four central roles" (instead of the previously announced three) and a California locale. 

"Creating new characters for Season Two was the same experience as creating Rust and Marty," he said. "They didn’t exist until I created them, then in their creation I developed a personal attachment to them. I think it’s the same in anything you write. It’s your job to come up with compelling characters who speak to an individual authenticity. If I’m not interested in the characters, I can’t go on. I have to be fascinated by them. It’s the same job as Season One to me."