Actor Matthew McConaughey and director Gus Van Sant talk during the shooting of Lincoln's new ads for the MKX.

A few year’s back Lincoln spokesman Matthew McConaughey once suggested people needed to “find your frequency.” Well, actor and luxury brand are back with a new round of television ads for the MKX hoping to accomplish just that.

The first set of ads focused on McConaughey musing on a variety of topics while behind the wheel of the MKZ and MKC. The commercials attracted plenty of attention, much of it negative. The spots were parodied and the participants pilloried.

Now with a new luxury CUV, McConaughey is back with a new premise for the three new ads as well as a new director: Gus Van Sant, who is known for top films like Good Will Hunting and Milk.

The theme “The Feeling Stays With You” ties the three new spots together, according to Lincoln, and introduce characters aimed at adding depth to the stories by interacting with McConaughey.

Lincoln is promoting the new MKX crossover with a series of three ads with actor Matthew McConaughey.

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“We’ve evolved this new campaign for the Lincoln MKX to include a story arc that unfolds over the course of three television spots,” said John Emmert, Group Marketing Manager, Lincoln. “If the audience wants to learn more, they can visit Lincoln.com to access further content that tells the story in more detail.”

On the Lincoln home page, the audience can explore some of the other characters’ background to start to piece together the whole story about the evening and learn more about the entirely new Lincoln MKX.

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“What appeals to me about this new series of ads is that while the overall Lincoln message remains consistent, the way it is delivered continues to evolve,” McConaughey said. “It’s exciting to have the freedom to explore and create new narratives.”

The three commercials are titled Welcome, Arrival and Winning Hand. Basically, they tell the story of McConaughey getting ready for, driver over to and playing in a poker game as soft jazz plays in the background. While he does, the commercials show plenty of the new MKX and its high-end features, such as a 360-degree camera, Revel Audio system, and hands-free parking. One of the ads gives a nod to Lincoln’s storied past.

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The new spots debut during key college football match-ups on Sept. 12, on ABC. They can be seen again during NFL games on Sunday, Sept. 13, on CBS and Fox.