Bourbon brand Wild Turkey has unveiled its first television advert directed by Academy Award-winning actor Matthew McConaughey.
McConaughey was named Wild Turkey creative director in a “multi-year partnership” in August.
The commercial, which marks McConaughey’s directorial debut, is part of the iconic bourbon’s new global marketing campaign titled It’ll Find You – created in partnership with J Walter Thompson New York – which aims to reintroduce the world to the brand.
The television spot, narrated by McConaughey, seamlessly follows the intriguing journey of a woman and her glass of Wild Turkey Bourbon through different locations and times. The scene opens with a pour on top of a piano in a dimly lit speakeasy. From there, the audience is taken through a vibrant jazz club, and ultimately to an intimate campfire, and ends with the glass of Wild Turkey Bourbon finding its way to another piano being played by McConaughey.
Throughout the advert, McConaughey is heard saying: “We’re [Wild Turkey] not in a rush to be most popular, not in a rush not to be. Real bourbon, no apologies. If it’s for you, you’ll know. Wild Turkey. It’ll find you.”
“So many times people choose their drinks to fit in and join the crowd,” added McConaughey. “Wild Turkey is about something different. The tagline ‘it’ll find uou’ is at the heart of what Wild Turkey is all about. If you are being yourself, unapologetically doing things your own way, then you are at home wherever you are, and Wild Turkey – well – it’ll find you.”
The television spot will begin running in the US this month and is part of a global broadcast, print and digital campaign to support Wild Turkey.
Gruppo Campari CEO Bob Kunze-Concewitz said: “Matthew McConaughey’s unflinching creative style and voice are the perfect fit for a brand like Wild Turkey, which has been doing things its own way for decades. With this new television campaign, he has tapped into what so many Wild Turkey fans understand about the brand and themselves – take pride in the choices you make, even if they are different, because they make you who you are.”
J Walter Thompson New York chief creative officer Brent Choi added: “Matthew perfectly embodied, both on screen and behind the camera, the uncompromising spirit of the brand. His unique background brought us refreshing insight and direction that led to a wonderful creative collaboration.”
The TV spot was directed by and stars McConaughey, who also worked closely with J Walter Thompson New York and RSA Films in Los Angeles to deliver the campaign.
© FoodBev Media Ltd 2020