Trending audio is a tricky space for brands to play. These music and voiceover trends move fast and are riddled with copyright road blocks.

But when one of Matthew McConaughey’s Instagram Reels was going viral, we saw an opportunity for Lincoln to use their brand ambassador to ride the trend he started.

We pulled from a decade of Lincoln commercials featuring Matthew then married the footage with his trending voiceover to create something new. Something more akin to a brand manifesto than a trending video.

And the best bit? By combining our new edit with the trending audio in the Instagram app, Lincoln got an algorithmic boost reaching x10 that of a regular organic post. All without a single dollar of paid media.