Matthew McConaughey puts a new twist on ice fishing in the Lincoln Aviator

Matthew McConaughey puts a new twist on ice fishing to highlight the versatility and serene sanctuary of the all new Lincoln Aviator in a new campaign video for the three-row luxury SUV.

With the stark beauty of winter as a backdrop, the latest piece has Actor McConaughey using his Aviator as a shelter from the elements after carving a hole in the ice and dropping a line. "Beats jiggin' in a shanty," he murmurs as he visibly relaxes in the warmth of his Aviator and begins sketching in his travel journal, the same journal that was shown in the video introducing the Lincoln Navigator.

The piece, produced by advertising agency Hudson Rouge, was directed by noted Cinematographer and Director Lance Acord, known for movies like Lost in Translation, and popular shorts like this year's E.T.: A Holiday Reunion. Watch the full video here.