Wild Turkey bourbon has announced a new “multi-year partnership” with Hollywood actor Matthew McConaughey, who will become the brand’s creative director.
McConaughey will serve as the “chief storyteller” for Wild Turkey both behind the camera and in front of it, the Kentucky-based company said. The star of Dallas Buyers Club and Interstellar will reintroduce the world to the legendary bourbon brand, starting with a series of television and digital advertising campaigns he is directing, which will launch in September.
A short film documenting McConaughey’s journey with Wild Turkey’s distilling family, the Russells, has also been unveiled on the brand’s YouTube channel.
“Wild Turkey has the history and qualities of a brand that depicts the dedication of someone to do something their own way – even if that way isn’t always the most popular,” said McConaughey, a Wild Turkey fan. “I want to help share their unique story, starting with a new ad campaign that I feel really captures the special essence of this brand while introducing itself like never before.”
McConaughey will first be seen on Wild Turkey’s YouTube channel in a short film which chronicles a visit to the Wild Turkey distillery, as he bonds with three generations of Russells and explores what has made Wild Turkey a major brand in the bourbon category. That will be followed by McConaughey demonstrating his creative vision in a series of advertising spots, directing and starring in a global campaign slated to begin in September. He will also be featured in a print campaign.
“When making a movie, you have two hours to tell a story,” McConaughey continued. “Here I have 30 seconds to reintroduce the world to this authentic American brand that has helped shape an entire US industry – bourbon. It will be a very interesting and fun challenge.”
Wild Turkey master distiller Jimmy Russell continued: “I’ve spent more than 60 years doing what I love every single day. Everyone at Wild Turkey is passionate about making whiskey, and making it the right way, never wavering from what we thought was best. As we introduce a new generation to Wild Turkey, it was important to me to find someone who shares our passion and understands what makes Wild Turkey special. After spending time with Matthew at the distillery, I was impressed by how much he knew about Wild Turkey and how interested he was in telling the world more about us. It is incredible to think that an Oscar winner would want to help tell Wild Turkey’s story, but like an extra scoop of ice cream on pecan pie, I will certainly take it.”
And Bob Kunze-Concewitz, CEO of Wild Turkey brand owner Gruppo Campari, added: “We’ve made a significant investment into the brand over the last several years, as we’ve always strongly believed in the quality of the product and the special story behind the people who make it. With Matthew McConaughey now on board, we believe we are ready to share that story with the entire world.”
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