Wild Turkey today unveiled its first TVC, directed by and starring Award-winning actor Matthew McConaughey. The commercial, which marks McConaughey’s directorial debut, is part of the 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 legendary brand.
It is the first piece of work from McConaughey encompassing his vision for Wild Turkey, since he was announced as creative director last month.
The television spot, which is narrated by McConaughey over music from The Hot 8 Brass Band, follows the intriguing journey of a woman and her glass of Wild Turkey Bourbon through different locations and times.
Throughout the spot, McConaughey addresses the audience with the simple words: “We’re 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,” said McConaughey.
“Wild Turkey is about something different. The tagline ‘It’ll Find You’ 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 U.S. in September, and is part of a global broadcast, print, and digital campaign.
A short film documenting Matthew’s creative journey with Wild Turkey’s distilling family, the Russells, can be viewed here:
“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,” added Bob Kunze-Concewitz, CEO at Gruppo Campari, owner of Wild Turkey.
“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.”
“Matthew perfectly embodied, both on screen and behind the camera, the uncompromising spirit of the brand,” added Brent Choi, chief creative officer, J. Walter Thompson New York. “His unique background brought us refreshing insight and direction that led to a wonderful creative collaboration.”