Matthew McConaughey will no longer be driving solo as Lincoln's celebrity endorser. The Ford-owned luxury brand has added tennis superstar Serena Williams to its roster, just as the new mother hits the court again.
Williams and McConaughey won't be appearing together. Instead, Williams will be used solely on social media in a campaign breaking this week for the Navigator SUV. The effort, which includes videos declaring that "a champion always returns," is by Cycle, the content studio run by Laundry Service. The Wasserman Media Group-owned New York-based shop picked up the assignment late last year.
McConaughey has regularly appeared in Lincoln TV ads by the brand's lead agency, WPP's Hudson Rouge. Lincoln is banking on Williams to help it win over women, including mothers, as she makes her way back into competitive tennis less than seven months after the Sept. 1 birth of her daughter, Alexis Olympia.