The Lincoln MKC Commercials meme took off in late 2014 following a series of atmospheric advertisements featuring actor Matthew McConaughey. Directed by Nicolas Winding Refn, the ads showcased McConaughey delivering cryptic, pseudo-philosophical monologues while driving, most notably the 'I've been driving a Lincoln since long before they paid me to drive one' line. The internet immediately embraced the moody, overly serious tone of the ads, resulting in legendary parodies from SNL's Jim Carrey and South Park. Today, the meme is used to satirize moments of unnecessary profundity, 'True Detective' style existentialism, or any situation where someone is acting cooler than the circumstances require.