Road Rhythms

Matthew McConaughey’s “Bull” spot changed everything for Lincoln. It wasn’t just about a scenic road, a giant bull, or a fancy car—it was a trip into his psyche. It changed perceptions for the brand, seeped into culture, and will forever live among the greatest ads ever.

So, for the 10th anniversary of Lincoln’s famous "Bull" spot, Matthew McConaughey takes another ride out on the open road — this time, reflecting on the very concept of driving itself through a series of Road Rhythms.