By Brian Ives

Lincoln Motor Company is clearly trying to convey that they are the automobile brand with the most soul with their new ad campaign.

In a new commercial, Sharon Jones and the Dap-Kings are seen in a club, covering the Allman Brothers Band’s “Midnight Rider.”

The clip ends with Lincoln’s favorite celebrity, Matthew McConaughey, driving his Lincoln while listening to the song; in the clip, he refrains from the deadpan True Detective-like musings of most of his appearances in their commercials. Watch the commercial below.

“Midnight Rider” is one of the most enduring songs in the classic rock cannon.

The Allman Brothers Band released the original version on their second album, 1970’s Idlewild South. The song didn’t hit the charts in its original incarnation; however, singer Gregg Allman did a new version of the song on his debut solo album, 1973’s Laid Back, and it went on to become a top 20 hit. It’s also been covered by Willie Nelson and Joe Cocker.


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