My favorite spot today: "Bull" Matthew McConaughey and the MKC for Lincoln

There's nothing I don't love about this spot. I love how it's shot: The camera movements, the camera placement, the use of space. I love how serious McConaughey is. I love his line delivery: "That's a big bullll." I love that he knows the bull's name! 
It's completely bananas but it feels like all involved are leaning into it without falling into self-parody. It's fascinating and potentially brilliant to never mention the brand or the product in the copy. We all know who this is and what he's selling so just give us something to talk about.