Bourbon brand Wild Turkey has announced Academy Award-winning actor Matthew McConaughey has inked a multi-year partnership to become the brand’s creative director.
In addition to appearing in front of the camera, McConaughey will write and direct the spots. In September, the company will release a new digital and television spots, also directed by McConaughey, from JWT in New York. He’s also involved in recording music for the campaign, which will launch later this year.
Talking to The New York Times about his new gig, McConaughey talked about Wild Turkey’s authenticity and fake hipster creatives. “I told them, ‘I don’t want to be just a face. I have ideas. I’m an idea man…The great news is that Wild Turkey hasn’t changed in all these years — it’s totally authentic. And that appeals to millennials. Because they can smell fake. Some manicured, bearded hipster soliciting them? No, thanks.”
Alongside the announcement, Wild Turkey has released a six-minute documentary directed by McConaughey.
He said in a statement: “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. 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.
“When making a movie, you have two hours to tell a story. Here I have 30 seconds to reintroduce the world to this authentic American brand that has helped shape an entire U.S. industry: bourbon. It will be a very interesting and fun challenge.”
Bob Kunze-Concewitz, CEO at Gruppo Campari, owner of Wild Turkey, 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.”